Intention to use augmented reality in tourism: exploring the mediator relation of hedonic motivation

Marina Perišić Prodan; Ana Čuić Tanković; Eni Čekić

doi:10.34624/rtd.v44i0.30837

Marina Perišić Prodan University of Rijeka, Faculty of Tourism and Hospitality Management https://orcid.org/0000-0003-1954-4481
Ana Čuić Tanković Faculty of Tourism and Hospitality Management, University of Rijeka https://orcid.org/0000-0002-4383-684X
Eni Čekić Jadran d.d.

DOI: https://doi.org/10.34624/rtd.v44i0.30837

Resumo

Tourism service providers have begun using augmented reality (AR) technologies to enrich tourists’ experiences and connect them with their brands. Due to the fun and enjoyment associated with the use of the technology, hedonic motivation plays an important role in intention to use AR. Therefore, the aim of this paper is to investigate the determinants of intention to use AR in a tourism context, given the mediating role of hedonic motivation. Primary research was conducted based on an online questionnaire developed from previous research and adapted for the objectives of this paper. The collected data were empirically tested and validated through partial least squares structural equation modelling (PLS-SEM). The results suggest that the effect of Technology readiness on Intention to use AR is not mediated by Hedonic motivation, nor is the relationship between Perceived ease of use and Intention to use AR. On the other hand, Perceived usefulness has a significant positive effect both on Intention to use AR and on Hedonic motivation. The indirect relationship between Perceived usefulness and Intention to use AR is mediated by Hedonic motivation.