A contextualized study of the usage of the augmented reality technology in the tourism industry

Abstract

This study aims to evaluate the acceptance of augmented reality (AR) technology among Persepolis visitors. The mixed and extended Unified Theory of Acceptance and Use of Technology (UTAUT) model was developed via the content analysis method. The innovation resistance and the perceived fee were also incorporated into UTAUT. The proposed AR technology acceptance model was tested using a survey. The research population includes all Persepolis tourists and visitors. The results indicated that social influence, effort expectancy, and enjoyment positively affect the perceived value of tourists and, eventually, the use of AR. The perceived fee and the innovation resistance have no negative effect on the perceived value and AR use. Besides, no significant difference was observed among tourists of different sites regarding the use of augmented reality technology.