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

Abstract

PurposeThe 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/approachA 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.FindingsThe 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/valueThe 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.

Investigating retailing customers' adoption of augmented reality apps: integrating the unified theory of acceptance and use of technology (UTAUT2) and task-technology fit (TTF)

“…image, text, color, item, sounds, etc.) (Yawised et al, 2023). There are three types of AR applications that businesses use: webbased, in-store and mobile apps (MarketsandMarkets, 2018;Sachs, 2016).…”

“…Abed, 2021; Faqih and Jaradat, 2021; Yawised et al. , 2022, 2023). According to Faqih and Jaradat (2021), The UTAUT2 model may be the best theoretical framework for studying and identifying AR app motivations in education.…”

“…On the other hand, previous research in the context of adoption models reveals that the second model is more comprehensive than the TAM model and considers a larger variety of attributes (e.g. Abed, 2021;Faqih and Jaradat, 2021;Yawised et al, 2022Yawised et al, , 2023. According to Faqih and Jaradat (2021), The UTAUT2 model may be the best theoretical framework for studying and identifying AR app motivations in education.…”

Transforming metaverse marketing into strategic agility in SMEs through mediating roles of IMT and CI: theoretical framework and research propositions

“…According to Yawised et al (2023), it is still unknown how to explore and use IMT for SA. The authors further contend that rather than measuring the impact of IMT elements like AR, VR and MR on elements of SA like customer experience management, value co-creation and innovative processes, these elements have been used as marketing tools to create more memorable customer experiences.…”

Make it real, make it useful! The impact of AR social experience on brand positivity and information sharing

“…Ali (2022) and Batat (2021) emphasized AR's positive impact on behavioral intentions and customer experiences across various dimensions in the restaurant industry, calling for further investigation to better understand the consequences of AR technology on consumer behavior. Moreover, the current literature is inadequate for determining the impact of AR social experiences on customer behavior (Ali, 2022;Loureiro et al, 2020;Sung, 2021;Yawised et al, 2023). Paul et al (2024) claimed that limited research has been conducted on the social interaction impacts and consequences of AR technology on consumers.…”