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Augmented Reality: The Proposed Moderating Role of Hedonic and Utilitarian Motivations on the Intention to Visit a Destination

Nergis Aziz () and Barry A. Friedman
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Nergis Aziz: Narxoz University
Barry A. Friedman: State University of New York at Oswego

A chapter in Strategic Innovative Marketing and Tourism, 2019, pp 1065-1073 from Springer

Abstract: Abstract Augmented Reality (AR) is a nascent technology in the tourism sector, and little is known about its impact on tourists’ intention to visit a destination. The main goals of this research are to first determine the extent that utilitarian and hedonic motives drive consumers to use AR on their smartphones, and second to determine whether AR users’ motives influence their attitudes towards a destination and intention to visit a destination. We offer a conceptual model using the Theory of Planned Behavior and propose a study to ascertain the moderating role of hedonic and utilitarian motives on individuals’ intention to visit a destination. Implications for the use of AR in the hospitality and tourism industry are discussed.

Keywords: Augmented reality; Motivation; Theory of planned behavior (search for similar items in EconPapers)
Date: 2019
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DOI: 10.1007/978-3-030-12453-3_123

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