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

Abstract

The current study of Augmented Reality technology aims to understand consumers' behavioral 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 behavior. 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.

Augmented reality is the new digital banking – AR brand experience impact on brand loyalty

“…Augmented Reality (AR) represents an innovative technology with the potential to captivate, interact, and deeply engage consumers throughout their product or service purchases. The exploration of this technology spans various industries, including gaming, tourism, cosmetics, education, medical, and shopping (McLean and Wilson, 2019;Qin et al, 2021;Ahmad et al, 2022). Researchers have approached the study of AR from online, physical, and hybrid perspectives, all aimed at comprehending the diverse consumer experiences shaped by this technology (Rauschnabel et al, 2019;Nikhashemi et al, 2021).…”

“…The scale of AR satisfaction was adapted from (Butt et al, 2021a). The AR enjoyment scale was developed by (Butt et al, 2021b;Ahmad et al, 2022). The scale of technology anxiety was adapted from (Yang and Forney, 2013).…”

“…The exploration of this technology spans various industries, including gaming, tourism, cosmetics, education, medical, and shopping (McLean and Wilson, 2019; Qin et al. , 2021; Ahmad et al. , 2022).…”

“…AR-based services not only elevate brand performance but also enhance the overall consumer shopping experience (Hinsch et al, 2020). AR-based services are estimated to add up to $72.8 billion globally by 2024 (Ahmad et al, 2022). AR technology innovates the consumer's shopping experience due to its persuasive and interactive features (Rajaobelina et al, 2018;Caboni and Hagberg, 2019).…”

“…, 2020). AR-based services are estimated to add up to $72.8 billion globally by 2024 (Ahmad et al. , 2022).…”