The adoption of mobile augmented reality in tourism industry: Effects on customer engagement, intention to use and usage behavior

Song Bee Lian and Devinder Kaur and Muthaloo Subramaniam and Poh KiongTee and Ling Chai Wong and Nor Azrul Mohd Zin (2024) The adoption of mobile augmented reality in tourism industry: Effects on customer engagement, intention to use and usage behavior. Journal of Tourism and Services, 15 (28). pp. 235-252. ISSN 1804-5650

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URL: https://jots.cz/index.php/JoTS/article/view/679

Abstract

The purpose of this study is to examine the consumer adoption of mobile augmented reality (AR) in the tourism industry in Malaysia. Drawing on the extended Technology Acceptance Model (TAM), interactivity, vividness, and information content factors are examined in relation to perceived usefulness (PU). and perceived ease of use (PEOU). Subsequently, both PU and PEOU are hypothesized towards customer engagement (CE), behavioral intention to use (BIU) and usage behavior (UB). The study consists of 500samples from consumers who have experienced the usage of mobile AR in the tourism industry in Malaysia. Using a quantitative approach, structural equation modeling (SEM) was applied to analyses the collected data. The findings revealed that interactivity, vividness and information content have positive effects on the PU and PEOU. PU and PEOU have positive effects on the CE, BIU and UB. In theoretical contributions, the study contributes to the extension of TAM by adding interactivity, vividness, and information content as antecedents to PU and PEOU. This research also validated CE as the new dimension for consumer behavioral engagement that affects BIU and Ubin the extended TAM. In practical contributions, the findings will assist tourism providers in strategic marketing planning and formulation to enhance mobile AR.

Item Type:	Article
Keyword:	Augmented reality, customer engagement, behavioral intention to use, usage behavior, tourism industry, technology acceptance model
Subjects:	G Geography. Anthropology. Recreation > G Geography (General). Atlases. Maps > G1-922 Geography (General) > G149-180 Travel. Voyages and travels (General) > G154.9-155.8 Travel and state. Tourism H Social Sciences > HF Commerce > HF1-6182 Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Department:	FACULTY > Labuan Faculty of International Finance
Depositing User:	JUNAINE JASNI -
Date Deposited:	23 Sep 2025 09:59
Last Modified:	23 Sep 2025 09:59
URI:	https://eprints.ums.edu.my/id/eprint/45138

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