ABSTRACT

The focus of this study is to identify the key determinants that influence tourists’ intention to use augmented reality (AR) technology and explore the moderating effect of millennials on the relationship between subjective norms and tourists’ intention to use AR technology. The results indicate that (1) tourists’ attitude towards AR technology is significantly and positively affected by perceived usefulness and perceived ease of use, while perceived risk does not significantly influence their intention to use; (2) there are strong positive interactions between the attitude towards and subjective norms of AR technology and tourists’ intention to use this technology; and (3) nonmillennial tourists’ intention to use AR technology is less influenced by subjective norms compared to the results from millennial tourists. The results of this study will help the application of tourism AR technology for different age groups and contribute to the sustainable development of tourism.

摘要

这项研究的重点是确定影响游客使用增强现实（AR）技术意图的关键决定因素，并探讨千禧一代对主观规范与游客使用AR技术意图之间关系的调节作用。结果表明：（1）游客对增强现实技术的态度受到感知的有用性和感知的易用性的显着积极影响，而感知的风险并未显着影响其使用意图；（2）AR技术的态度和主观规范与游客使用该技术的意愿之间存在很强的积极互动；（3）与千禧一代游客的结果相比，非千禧一代游客使用AR技术的意愿受主观规范的影响较小。