Travelling in the digital world: exploring the adoption of augmented reality (AR) through mobile application in hospitality business sector

Kritcha Yawised, Darlin Apasrawirote, Maneerut Chatrangsan and Paisarn Muneesawang

Journal of Advances in Management Research, 2023, vol. 20, issue 4, 599-622

Abstract: Purpose - The study aims to advance understanding of the intention of Augmented Reality (AR) technology adoption by conducting a systematic review of relevant literature articles in the hospitality sector where 93 articles were chosen and synthesized by generating a theme and proposing a conceptual framework with their research proposals. Design/methodology/approach - A systematic literature review (SLR) has been conducted incorporating thematic analysis to investigate various determinants from selected articles and to identify the key themes in order to propose a conceptual framework and research proposal. Findings - The findings reveal seven major themes in its research proposal for future research directions. This includes “Technology Engagement”, “Resilience”, “Knowledge is key”, “Readiness for changes”, “Uncertainty management”, “Environmental conditions” and “Business performance”. Originality/value - The novel contribution of this study is that it focuses on both theoretical and practical knowledge. On the theoretical level, this study comprises factors that apply relevant theory in the areas of information technology and business management, whose integrative theoretical orientation provided insight into the AR adoption initiatives and to further examine the relationship between its proposed factors. On the practical level, it provides insights and information with a new body of knowledge that business owner–managers, policymakers and practitioners should consider in order to craft a strategic adoption of AR technology.

Keywords: Digital marketing; Digital technology; Virtual reality; UTAUT-2; SMEs; AR adoption (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:eme:jamrpp:jamr-01-2023-0023

DOI: 10.1108/JAMR-01-2023-0023

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