The Adoption of Ar of Ar by Consumers in the Tourism Industry
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School of Business |
Bachelor's thesis
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Date
2024
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Mcode
Degree programme
Tieto- ja palvelujohtaminen
Language
en
Pages
40
Series
Abstract
In this new, rapidly evolving technological era, the tourism industry is no exception to the transformative potential of new technologies. In a world where travelers increasingly are looking for different and personalized journeys, advancements in augmented reality (AR) offer the potential to create self-sufficient tourists. This thesis aims to understand how new technologies have affected and will affect the tourism industry in the future. This research will primarily focus on augmented reality, which develops tourists to be more self-sufficient, and its benefits and challenges to the consumers. The research will analyze the motivation behind the actual use of AR. This study seeks to fill the research gap in consumers’ growing self-sufficiency by adopting AR applications. Qualitative research was chosen for this study to reach the research objectives. Interview questions considered the following concepts: perceived usefulness, perceived ease of use, autonomy and competence, perceived risk and trust. The findings of this study show a positive transformation in the tourism industry as a result of augmented reality (AR) applications. AR technologies significantly enhanced consumers’ travel experiences by providing timely and contextually relevant information. The ease of using AR applications played a crucial role in influencing tourists to adopt these technologies, with respondents highlighting the user-friendly nature of such tools. Moreover, the examination of autonomy and competence demonstrated a favorable connection between tourists’ ability to be self-sufficient and their engagement with AR tools. Participants expressed a feeling of empowerment in customizing their travel experiences. Despite these positive aspects, challenges such as perceived risk and trust emerged, indicating concerns related to data security and the reliability of information provided by AR.Description
Thesis advisor
Movarrei, RezaKeywords
AR(augmented reality), tourism, technology acceptance, self-sufficiency