A Comprehensive Examination of Mobile Augmented Reality in Tourism (MART) Adoption

Abstract

This research investigates the adoption of mobile augmented reality in tourism (MART) utilizing the unified theory of acceptance and use of technology two (UTAUT2) framework. Centered on Pondicherry, India, the research specifically investigates the integration of AI-powered services through the MART platform in the tourism sector. Analyzing data from 137 participants who engaged with MART for service bookings, the study employs descriptive and inferential statistics. It scrutinizes the influence of perceived effectiveness, effort expectancy, social influence, facilitating conditions, hedonic motivation, and habit on users' behavioral intention. The findings unveil significant positive impacts, underscoring the pivotal role these factors play in shaping users' intentions to embrace MART. This research contributes valuable insights to the comprehension of technology adoption within the tourism domain, offering practical implications for designers and policymakers aiming to enhance user experiences and foster widespread MART adoption.