A Theoretical Model of Augmented Reality Acceptance

Recent tourism research increasingly explored the opportunities of using Augmented Reality (AR) in order to boost tourism and increase the value for tourists while travelling within a destination. The Technology Acceptance Model (TAM) has been applied to a number of research disciplines, lately also AR however, studies focusing on the tourism context are still scarce. As this field is expected to increase in importance rapidly due to technological advancements and research into functionality, acceptance and usefulness, it is important to identify what the basic requirements are for AR to be accepted by users. Furthermore, the provision of a conceptual model provides researchers with a starting point on which they can base their future research. Therefore, this paper proposes an AR acceptance model including five external variables that might be included in future AR acceptance research