Journal of Information Systems Engineering and Management

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

Views: 3230 | Downloads: 4330

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.

Virtual Reality UTAUT Augmented reality MART SEM-PLS Tourism

• Ahmad, A.M., Goldiez, B.F., Hancock, P.A., 2005. Gender Differences in Navigation and Wayfinding using Mobile Augmented Reality. Proceedings of the Human Factors and Ergonomics Society Annual Meeting 49, 1868–1872. https://doi.org/10.1177/154193120504902111
• Ali, F., Nair, P.K., Hussain, K., 2016. An assessment of students’ acceptance and usage of computer supported collaborative classrooms in hospitality and tourism schools. Journal of Hospitality, Leisure, Sport & Tourism Education 18, 51–60. https://doi.org/10.1016/j.jhlste.2016.03.002
• Alqahtani, H., Kavakli, M., 2017. A theoretical model to measure user’s behavioural intention to use iMAP-CampUS app. 12th IEEE Conference on Industrial Electronics and Applications, ICIEA 2017 2018-February, 681–686. https://doi.org/10.1109/ICIEA.2017.8282928
• Arain, A.A., Hussain, Z., Rizvi, W.H., Vighio, M.S., 2019. Extending UTAUT2 toward acceptance of mobile learning in the context of higher education. Universal Access in the Information Society 18, 659–673. https://doi.org/10.1007/s10209-019-00685-8
• Bhatiasevi, V., 2015. An extended UTAUT model to explain the adoption of mobile banking. Information Development 32, 799–814. https://doi.org/10.1177/0266666915570764
• Blaise, R., Halloran, M., Muchnick, M., 2018. Mobile Commerce Competitive Advantage: A Quantitative Study of Variables that Predict M-Commerce Purchase Intentions. null 17, 96–114. https://doi.org/10.1080/15332861.2018.1433911
• Boomsma, A., Hoogland, J., 2001. The robustness of LISREL modeling revisited. In R. Cudeck, S. du Toit & D. Sörbom (Eds.), Structural equation modeling: Present and future. A Festschrift in honor of Karl Jöreskog [preliminary version with references], Structural Equation Modeling, Present and Future.
• Cranmer, E.E., tom Dieck, M.C., Jung, T., 2018. How can tourist attractions profit from augmented reality?, in: Augmented Reality and Virtual Reality. Springer, pp. 21–32.
• Davis, F.D., 1989. Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly 13, 319–340. https://doi.org/10.2307/249008
• de Kerviler, G., Demoulin, N.T.M., Zidda, P., 2016. Adoption of in-store mobile payment: Are perceived risk and convenience the only drivers? Journal of Retailing and Consumer Services 31, 334–344. https://doi.org/10.1016/j.jretconser.2016.04.011
• Dirin, A., Alamäki, A., Suomala, J., 2019. Gender Differences in Perceptions of Conventional Video, Virtual Reality and Augmented Reality. International Journal of Interactive Mobile Technologies (iJIM) 13. https://doi.org/10.3991/ijim.v13i06.10487
• Espírito Santo, H., Caballero, J., Constantin, M., Kopke, S., Bingelli, U., 2021. A recuperaçao do turismo começou, mas levará anos até Portugal recuperar totalmente. O que poderao fazer os principais intervenientes no setor? McKinsey.
• Falk, R.F., Miller, N.B., 1992. A primer for soft modeling. University of Akron Press.
• Farooq, M., Salam, M., Jaafar, N., Alain, F., Ayupp, K., Radovic Markovic, M., Sajid, A., 2017. Acceptance and Use of Lecture Capture System (LCS) in Executive Business Studies: Extending UTAUT2. Interactive Technology and Smart Education 14, 329–348. https://doi.org/10.1108/ITSE-06-2016-0015
• Fornell, C., Larcker, D.F., 1981. Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research 18, 39–50. https://doi.org/10.2307/3151312
• Gharaibeh, M.K., Gharaibeh, N.K., Khan, M.A., karim Abu-ain, W.A., Alqudah, M.K., 2020. Intention to Use Mobile Augmented Reality in the Tourism Sector. Computer Systems Science & Engineering 37. https://doi.org/10.32604/csse.2021.014902
• Gharibi, N., 2020. The evolution of predictive models and tourism. Journal of Tourism Futures ahead-of-print. https://doi.org/10.1108/JTF-04-2020-0046
• Giovanis, A., Sarmaniotis, C., Assimakopoulos, C., 2019. Adoption of mobile self-service retail banking technologies. International Journal of Retail & Distribution Management 47, 894–914. https://doi.org/10.1108/IJRDM-05-2018-0089
• Gunasinghe, A., Hamid, J., Khatibi, A., Azam, S.M., 2019. The adequacy of UTAUT-3 in interpreting academician’s adoption to e-Learning in higher education environments. Interactive Technology and Smart Education 17, 86–106. https://doi.org/10.1108/ITSE-05-2019-0020
• Heijden, H., 2004. User Acceptance of Hedonic Information System. MIS Quarterly 28, 695–704. https://doi.org/10.2307/25148660
• Hussain, S., Fangwei, Z., Siddiqi, A., Ali, Z., Shabbir, M., 2018. Structural Equation Model for Evaluating Factors Affecting Quality of Social Infrastructure Projects. Sustainability 10, 1415. https://doi.org/10.3390/su10051415
• Jung, T., Chung, N., Leue, M.C., 2015. The determinants of recommendations to use augmented reality technologies: The case of a Korean theme park. Tourism Management 49, 75–86. https://doi.org/10.1016/j.tourman.2015.02.013
• Kim, S., Malhotra, N., 2005. A Longitudinal Model of Continued IS Use: An Integrative View of Four Mechanisms Underlying Post-Adoption Phenomena. Management Science 51, 741–755. https://doi.org/10.1287/mnsc.1040.0326
• Kock, N.J., 2010. Using WarpPLS in E-collaboration Studies: An Overview of Five Main Analysis Steps. International Journal of e-Collaboration (IJeC) 6, 1–11. https://doi.org/10.4018/jec.2010100101
• Krogstie, J., 2012. Bridging research and innovation by applying living labs for design science research. Presented at the Scandinavian Conference on Information Systems, Springer, pp. 161–176.
• Law, R., Buhalis, D., Cobanoglu, C., 2014. Progress on Information and Communication Technologies in Hospitality and Tourism. International Journal of Contemporary Hospitality Management 26, 727–750. https://doi.org/10.1108/IJCHM-08-2013-0367
• Liberato, P., Alén, E., Liberato, D., 2019. Porto as a Smart Destination. A Qualitative Approach. Presented at the IACUDIT, Smart Tourism as a Driver for Culture and Sustainability, Springer, Cham, p. 431. https://doi.org/10.1007/978-3-030-03910-3_29
• Mohanty, P., Hassan, A., Ekis, E., 2020. Augmented reality for relaunching tourism post-COVID-19: socially distant, virtually connected. Worldwide Hospitality and Tourism Themes 12, 753–760. https://doi.org/10.1108/WHATT-07-2020-0073
• Netemeyer, R.G., Bearden, W.O., Sharma, S., 2003. Scaling Procedures: Issues and Applications. SAGE Publications.
• Nunnally, J.C., Nunnaly, J.C., 1978. Psychometric Theory, 1st ed, McGraw-Hill series in psychology. McGraw-Hill, Michigan, USA.
• Oliveira, T., Baptista, G., 2017. Why so serious? Gamification impact in the acceptance of mobile banking services. Internet Research 27, 118–139. https://doi.org/10.1108/IntR-10-2015-0295
• Paulo, M.M., Rita, P., Oliveira, T., Moro, S., 2018. Understanding mobile augmented reality adoption in a consumer context. Journal of Hospitality and Tourism Technology 9, 142–157. https://doi.org/10.1108/JHTT-01-2017-0006
• Ramos-de-Luna, I., Montoro-Ríos, F., Liébana-Cabanillas, F., 2016. Determinants of the intention to use NFC technology as a payment system: an acceptance model approach. Information Systems and e-Business Management 14, 293–314. https://doi.org/10.1007/s10257-015-0284-5
• Richards, G., 2011. Creativity and tourism: The State of the Art. Annals of Tourism Research 38, 1225–1253. https://doi.org/10.1016/j.annals.2011.07.008
• Saxena, U., Kumar, V., 2017. Mobile Augmented Reality: In Reference to UTAUT Perspective in Relation to Smart Tourism. THE 4TH INTERNATIONAL CONFERENCE ON MATHEMATICAL SCIENCES: Mathematical Sciences: Championing the Way in a Problem Based and Data Driven Society. https://doi.org/10.1063/1.4980928
• Seifert, A., Schlomann, A., 2021. The Use of Virtual and Augmented Reality by Older Adults: Potentials and Challenges. Frontiers in Virtual Reality 2, 51. https://doi.org/10.3389/frvir.2021.639718
• Shang, L., Siang, T., Zakaria, M., Emran, M., 2017. Mobile augmented reality applications for heritage preservation in UNESCO world heritage sites through adopting the UTAUT model, AIP Conference Proceedings. https://doi.org/10.1063/1.4980928
• Sharma, S.K., Al-Muharrami, S., Govindaluri, S.M., Tarhini, A., 2017. A multi-analytical model for mobile banking adoption: a developing country perspective. Review of International Business and Strategy 27, 133–148. https://doi.org/10.1108/RIBS-11-2016-0074
• Singh, R.P., Javaid, M., Kataria, R., Tyagi, M., Haleem, A., Suman, R., 2020. Significant applications of virtual reality for COVID-19 pandemic. Diabetes & Metabolic Syndrome: Clinical Research & Reviews 14, 661–664. https://doi.org/10.1016/j.dsx.2020.05.011
• Slade, E., Dwivedi, Y., Piercy, N., Williams, M., 2015. Modeling Consumers’ Adoption Intentions of Remote Mobile Payments in the United Kingdom: Extending UTAUT with Innovativeness, Risk, and Trust. Psychology and Marketing 32, 860–873. https://doi.org/10.1002/mar.20823
• Tan, E., Leby Lau, J., 2016. Behavioural intention to adopt mobile banking among the millennial generation. Young Consumers 17, 18–31. https://doi.org/10.1108/YC-07-2015-00537
• Turban, E., Outland, J., King, D., Lee, J.K., Liang, T.-P., Turban, D.C., 2018. Electronic Commerce 2018 : a Managerial and Social Networks Perspective. Springer International Publishing Imprint : Springer, Cham.
• Van Krevelen, R., Poelman, R., 2010. A Survey of Augmented Reality Technologies, Applications and Limitations. International Journal of Virtual Reality 9, 1. https://doi.org/10.20870/IJVR.2010.9.2.2767
• Venkatesh, V., Morris, M.G., Davis, G.B., Davis, F.D., 2003. User Acceptance of Information Technology: Toward a Unified View. MIS Quarterly 27, 425–478. https://doi.org/10.2307/30036540
• Venkatesh, V., Thong, J.Y.L., Xu, X., 2012. Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology. MIS Quarterly 36, 157–178. https://doi.org/10.2307/41410412

This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.