Citation

Tan, Gek Siang and Ab. Aziz, Kamarulzaman and Ahmad, Zauwiyah (2020) Developing a Framework for Augmented Reality Mobile Application Success and World Heritage Sites Sustainability. International Journal of Advanced Science and Technology, 29 (10S). pp. 287-296. ISSN 2005-4238

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Abstract

The global competitiveness of the Malaysian tourism sector has been deteriorating recently. The declining national trend has been reflected at the UNESCO World Historical Cities of Melaka and Georgetown where tourism is on a decline. Paving the way of realising Tourism 4.0, many cultural heritage sites are now integrating augmented reality technology into tourism offerings to enrich tourist experience. However, AR mobile applications failed easily even though the early adoption rate is high. With an aim to ensure a successful implementation of AR mobile applications, factors affecting users’ intention to use the technology continuously should be examined. Ideally, developing AR for tourism does not only aim to provide enhanced tourist experience, the ultimate goal is to ensure the tourist destinations continue to be a preferred choice among the travellers. This paper discusses the theoretical foundation for developing a framework for AR mobile application success and world heritage sites sustainability. The research objectives are threefold. Firstly, based on the Expectation-Confirmation Model, this study envisions to examine the relationships among confirmation, perceived usefulness, experiential satisfaction and continuance intention to use AR mobile application. Secondly, by adapting the Unified Theory of Acceptance and Use of Technology 2, this study aims to examine the determinants of tourists’ experiential satisfaction and continuance intention in using the AR mobile application. Lastly, in the light of the Balance Theory, this study intents to examine the relationships among tourists’ experiential satisfaction in using the AR mobile application, attitude and behavioural intention toward the destination. An interview was conducted to gain early insights of the research framework before a survey which will conducted after the Covid-19 pandemic when tourism sector resumes to normal. The early findings of the study are deliberated in this paper

Item Type:	Article
Uncontrolled Keywords:	Tourism 4.0, augmented reality, mobile application, experiential satisfaction, continuance intention to use
Subjects:	Q Science > QA Mathematics > QA71-90 Instruments and machines > QA75.5-76.95 Electronic computers. Computer science
Divisions:	Faculty of Business (FOB)
Depositing User:	Ms Rosnani Abd Wahab
Date Deposited:	10 May 2021 12:52
Last Modified:	10 May 2021 12:52
URII:	http://shdl.mmu.edu.my/id/eprint/8153

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