Subjective norms, attitudes, and intentions of AR technology use in tourism experience: the moderating effect of millennials

ABSTRACT

The focus of this study is to identify the key determinants that influence tourists’ intention to use augmented reality (AR) technology and explore the moderating effect of millennials on the relationship between subjective norms and tourists’ intention to use AR technology. The results indicate that (1) tourists’ attitude towards AR technology is significantly and positively affected by perceived usefulness and perceived ease of use, while perceived risk does not significantly influence their intention to use; (2) there are strong positive interactions between the attitude towards and subjective norms of AR technology and tourists’ intention to use this technology; and (3) nonmillennial tourists’ intention to use AR technology is less influenced by subjective norms compared to the results from millennial tourists. The results of this study will help the application of tourism AR technology for different age groups and contribute to the sustainable development of tourism.

KEYWORDS:

• Augmented reality (AR)
• the technology acceptance model (TAM)
• museum
• millennials

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

This research was supported by the Natural Science Foundation of Guangdong Province, China [Grant number 2020A1515010390] and the Guangdong Planning Office of Philosophy and Social Science [Grant number GD19CGL31].

Notes on contributors

Xiaoping Zhuang

Xiaoping Zhuang is a full professor in School of Tourism Management at South China Normal University. Her major areas of research interests include tourism business ethics and law, perception of tourism impact, etc.

Xiaonan Hou

Xiaonan Hou is currently the postgraduate students in School of Tourism Management at South China Normal University. Their research interests include hotel management, e-business, etc.

Zhaohua Feng

Zhaohua Feng is currently the postgraduate students in School of Tourism Management at South China Normal University. Their research interests include hotel management, e-business, etc.

Zhongxuan Lin

Zhongxuan Lin is a full professor at the School of Journalism and Communication, Jinan University, Guangzhou, China. His research interests include new media technologies, cultural studies, and communication studies.

Jun (Justin) Li

Jun (Justin) Li is a full professor in School of Tourism Management at South China Normal University. His current research interests include cultural studies, big data analytics in hotel industry, social media marketing, etc.