EVALUATION OF TECHNOLOGY ACCEPTANCE OF AUGMENTED REALITY APPLICATIONS IN SMART NATURE TOURISM
DOI:
https://doi.org/10.18623/rvd.v23.n2.4238Keywords:
Augmented Reality, Smart Tourism, Technological Acceptance Model, Quantitative, AcceptanceAbstract
Augmented reality technology includes digital components in real life instantly, giving innovative ways to complement experiences in different areas. Although there is an extended investigation in the educative context, the use in nature tourism has not been yet researched enough. This investigation evaluates the acceptance of RA applications in protected natural areas using the Technological Acceptance Model. The methodology combines a quantitative survey (n=120) and a focus group (n=8) in the Recreational National Area “El Boliche” in Ecuador. The findings reveal that Perceived Unity and the Attitude are the principal predictors of usage intention explaining the 58% of the variance. Also, the findings indicate that educative value, the contextual usage worries and the ludic factor are the main elements that affect the acceptance. It is confirmed that augmented reality improves considerably the experience of the relationship interpretation with traditional methods, supporting the capacity of development of touristic, intelligent and sustainable destinies. This study offers a proven methodological structure to evaluate the acceptance of augmented reality in nature tourism and highlights design considerations for educational, useful and attractive applications in nature contexts.
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