Journal of Information Systems Engineering and Management

Augmented Reality for a New Reality: Using UTAUT-3 to Assess the Adoption of Mobile Augmented Reality in Tourism (MART)
Agostinho Sousa Pinto 1, António Abreu 1, Eusébio Costa 2, Jerónimo Paiva 1 *
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1 ISCAP / Polytechnic of Porto
2 Institute of Higher Studies of Fafe
* Corresponding Author
Research Article

Journal of Information Systems Engineering and Management, 2022 - Volume 7 Issue 2, Article No: 14550
https://doi.org/10.55267/iadt.07.12012

Published Online: 14 Apr 2022

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APA 6th edition
In-text citation: (Pinto et al., 2022)
Reference: Pinto, A. S., Abreu, A., Costa, E., & Paiva, J. (2022). Augmented Reality for a New Reality: Using UTAUT-3 to Assess the Adoption of Mobile Augmented Reality in Tourism (MART). Journal of Information Systems Engineering and Management, 7(2), 14550. https://doi.org/10.55267/iadt.07.12012
Vancouver
In-text citation: (1), (2), (3), etc.
Reference: Pinto AS, Abreu A, Costa E, Paiva J. Augmented Reality for a New Reality: Using UTAUT-3 to Assess the Adoption of Mobile Augmented Reality in Tourism (MART). J INFORM SYSTEMS ENG. 2022;7(2):14550. https://doi.org/10.55267/iadt.07.12012
AMA 10th edition
In-text citation: (1), (2), (3), etc.
Reference: Pinto AS, Abreu A, Costa E, Paiva J. Augmented Reality for a New Reality: Using UTAUT-3 to Assess the Adoption of Mobile Augmented Reality in Tourism (MART). J INFORM SYSTEMS ENG. 2022;7(2), 14550. https://doi.org/10.55267/iadt.07.12012
Chicago
In-text citation: (Pinto et al., 2022)
Reference: Pinto, Agostinho Sousa, António Abreu, Eusébio Costa, and Jerónimo Paiva. "Augmented Reality for a New Reality: Using UTAUT-3 to Assess the Adoption of Mobile Augmented Reality in Tourism (MART)". Journal of Information Systems Engineering and Management 2022 7 no. 2 (2022): 14550. https://doi.org/10.55267/iadt.07.12012
Harvard
In-text citation: (Pinto et al., 2022)
Reference: Pinto, A. S., Abreu, A., Costa, E., and Paiva, J. (2022). Augmented Reality for a New Reality: Using UTAUT-3 to Assess the Adoption of Mobile Augmented Reality in Tourism (MART). Journal of Information Systems Engineering and Management, 7(2), 14550. https://doi.org/10.55267/iadt.07.12012
MLA
In-text citation: (Pinto et al., 2022)
Reference: Pinto, Agostinho Sousa et al. "Augmented Reality for a New Reality: Using UTAUT-3 to Assess the Adoption of Mobile Augmented Reality in Tourism (MART)". Journal of Information Systems Engineering and Management, vol. 7, no. 2, 2022, 14550. https://doi.org/10.55267/iadt.07.12012
ABSTRACT
Few industries were more affected by the COVID-19 pandemic than tourism. One of Europe´s leading tourist destinations, Porto had undergone a major tourism boom until the start of pandemic. Mobile Augmented Reality (MAR) is one of the many emerging technologies that has great potential for tourist operators. Using this technology, they can create innovative tourism products that will help them recover from the present crisis. As a result, in this study, we will empirically test the latest version of the Unified Theory of Acceptance and Use of Technology (UTAUT) model to explore the factor leading to the adoption Mobile Augmented Reality in Tourism (MART) in Porto. In doing so, we aim to contribute to growing literature on the topic of Mobile Augmented Reality (MAR). The originality of this study lies in the use of an extended UTAUT model with greater predictive power and the exploration of the moderative role of gender, age and experience. To the data obtained from a random sample of 201 respondents who voluntarily answered an anonymous online questionnaire, we applied structural equational modeling and partial least squares (SEM-PLS) analysis to test the model. Our findings show that habit, hedonic motivations and facilitating conditions are the determinants of the use of MART.
KEYWORDS
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