Travel before you actually travel with augmented reality – role of augmented reality in future destination

Hassan Ahmad, Asad Butt and Asif Muzaffar

Current Issues in Tourism, 2023, vol. 26, issue 17, 2845-2862

Abstract: The current study of Augmented Reality technology aims to understand consumers’ behavioural aspects toward tourism destination intentions in the current situation of a pandemic. Augmented Reality’s role has significantly influenced consumers’ intentions to travel in the future, yielding fruitful results for academics and managers. The technology readiness index, technology acceptance model, quality, Augmented Reality psychological engagement, attitude, and enjoyment were used to assess consumer behaviour. The final data analysis included 484 respondents, who provided insights into the use of Augmented Reality technology. The findings suggest that Augmented Reality aspects influence tourists who want to travel, tour, and realize their desired destination intention in the future. The conceptual framework’s overarching theories with Augmented Reality aspects provide relevant findings across the fulcrum of tourism research.

Date: 2023
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DOI: 10.1080/13683500.2022.2101436

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