Augmented Reality: The Game Changer of Travel and Tourism Industry in 2025

Tan Gek-Siang (), Kamarulzaman Ab. Aziz () and Zauwiyah Ahmad ()
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Tan Gek-Siang: Multimedia University (MMU)
Kamarulzaman Ab. Aziz: Multimedia University (MMU)
Zauwiyah Ahmad: Multimedia University (MMU)

Chapter Chapter 9 in The Palgrave Handbook of Corporate Sustainability in the Digital Era, 2021, pp 169-180 from Springer

Abstract: Abstract The Malaysian tourism sector appeared to be losing its global competitiveness when it failed to achieve the recent economic targets. This was mirrored at the state level, including Melaka, a heritage city inscribed by UNESCO. The museums, which play a pivotal role in showcasing the local culture and history, have seen a decreasing number of visitors. Inspired by Tourism 4.0, many museums are now using digital technologies to enrich visitors’ experience, such as augmented reality (AR). This is because the tourists are now becoming more tech-savvy and expecting more dynamic exhibits. In the “When History Comes Alive” project, an AR mobile app was developed for the People’s Museum in Melaka. This study aimed to examine the factors affecting museum visitors’ behavioural intention to use the AR mobile app. A survey was conducted among 120 museum visitors. The findings showed that playfulness expectancy, content relevance expectancy, performance expectancy, effort expectancy and social influence positively affect the respondents’ behavioural intention to use the technology with a high explanatory power of 61.2%. The study then outlines managerial and practical implications to the developers of AR mobile apps, tourism businesses and policymakers. The limitations of the study and suggestions for future studies are also highlighted.

Date: 2021
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DOI: 10.1007/978-3-030-42412-1_9

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