Acceptance of GPS-based Augmented Reality Tourism Applications

Jung, T, Kim, M and tom Dieck, MC (2014) Acceptance of GPS-based Augmented Reality Tourism Applications. In: EuroCHRIE, Hospitality and Tourism Futures.

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Abstract

The rapid development of Augmented Reality (AR) has resulted in an increased interest by the tourism industry to implement this cutting edge technology into the visitor experience at destinations. However, tourism research focusing on augmented reality is still relatively limited with only few studies focusing on augmented reality acceptance. This study uses an extended technology acceptance model to test tourists’ acceptance of GPS-based Augmented Reality application at a themepark in Jeju Island, South Korea. A total of 186 usable data were collected and analysed using a structural equation modelling. The findings show that personal innovation, trust and relative benefits influence tourists’ adoption of GPS-based AR applications.