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Augmented Reality for a New Reality: Using UTAUT-3 to Assess the Adoption of Mobile Augmented Reality in Tourism (MART)

2022-04-14Journal article Open access
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dc.contributor.authorPinto, Agostinho Sousa
dc.contributor.authorAbreu, António
dc.contributor.authorCosta, Eusébio
dc.contributor.authorPaiva, Jerónimo
dc.date.accessioned2022-05-01T13:07:45Z
dc.date.available2022-05-01T13:07:45Z
dc.date.issued2022-04-14
dc.description.abstractFew 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.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationPinto, 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.07.12012pt_PT
dc.identifier.doihttps://doi.org/10.55267/iadt.07.12012pt_PT
dc.identifier.issn2468-4376
dc.identifier.urihttp://hdl.handle.net/10400.26/40336
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherIADITI Editionspt_PT
dc.relation.publisherversionhttps://www.jisem-journal.com/article/augmented-reality-for-a-new-reality-using-utaut-3-to-assess-the-adoption-of-mobile-augmented-reality-12012pt_PT
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectVirtual Realitypt_PT
dc.subjectUTAUTpt_PT
dc.subjectAugmented realitypt_PT
dc.subjectMARTpt_PT
dc.subjectSEM-PLSpt_PT
dc.subjectTourismpt_PT
dc.titleAugmented Reality for a New Reality: Using UTAUT-3 to Assess the Adoption of Mobile Augmented Reality in Tourism (MART)pt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.issue2pt_PT
oaire.citation.titleJournal of Information Systems Engineering and Managementpt_PT
oaire.citation.volume7pt_PT
rcaap.rightsopenAccesspt_PT
rcaap.typearticlept_PT

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