The Technology Acceptance on AR Memorable Tourism Experience—The Empirical Evidence from China

Abstract

The application of augmented reality (AR) technology has revolutionized the memorable tourism experience (MTE) of travelers, while challenging traditional destination marketing practices. As AR technology emerges as a promising approach to enhancing tourists’ experiences in tourism destinations, it becomes increasingly crucial to delve into the specific mechanisms through which AR generates MTE. Therefore, this study integrated MTE into the various conceptual structures of the Technology Acceptance Model (TAM), aiming to explore the antecedents and consequences of MTE formation within the TAM framework. Additionally, the specific relationship between TAM and different degrees of MTE was also discussed. The results indicated that perceived usefulness (PU) and perceived ease of use (PEOU) of AR technology are antecedents for MTE formation. In the High-MTE group, both PU and PEOU had a significant effect on MTE, but in the Low-MTE group, only PEOU had a significant effect on MTE. At the same time, the attitude towards usage (ATU) and the behavioral intention (BI) of AR are two significant consequences of MTE, in which ATU also plays the role of mediator between MTE and BI. Specifically, in the high-MTE group, MTE has a significant positive effect on both the ATU and BI of AR, while the Low-MTE group influences BI only through the complete mediating effect of ATU. This study enriched the existing literature by exploring a new model of using AR to enhance MTE, providing significant implications for future tourism research and the sustainable development of tourist destinations.