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Augmented reality adoption intention among travel and tour operators in Malaysia: mediation effect of value alignment

Purpose – This study evaluated the determinants of augmented reality (AR) adoption in Malaysia’s travel and tour operator sectors through an integrated technology organization-environmental (TOE) and diffusion of innovation (DOI) model. Design/methodology/approach – The TOE and DOI were considered...

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Main Authors: Alam, Syed Shah, Masukujjaman, Mohammad, Susmit, Samiha, Susmit, Sumaiya, Abd. Aziz, Hassanuddeen
Format: Article
Language:English
Published: Emerald Publishing Limited 2022
Subjects:
T Technology (General)
Online Access:http://irep.iium.edu.my/101639/1/101639_Augmented%20reality%20adoption%20intention.pdf
http://irep.iium.edu.my/101639/
https://www.emerald.com/insight/content/doi/10.1108/JTF-03-2021-0072/full/html
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spelling my.iium.irep.1016392022-12-06T01:49:17Z http://irep.iium.edu.my/101639/ Augmented reality adoption intention among travel and tour operators in Malaysia: mediation effect of value alignment Alam, Syed Shah Masukujjaman, Mohammad Susmit, Samiha Susmit, Sumaiya Abd. Aziz, Hassanuddeen T Technology (General) Purpose – This study evaluated the determinants of augmented reality (AR) adoption in Malaysia’s travel and tour operator sectors through an integrated technology organization-environmental (TOE) and diffusion of innovation (DOI) model. Design/methodology/approach – The TOE and DOI were considered the primary theoretical models but are combined and extended by including few additional variables. Data were collected from 220 respondents of travel and tour operating businesses in Malaysia and analyzed by applying PLS structural equation model technique. Findings – The empirical results established that perceived cost, relative advantages, complexity and compatibility, observability, competitor pressure, value alignment, customer pressure, and trialability are positively connected with the behavioral intention except for external support. The results reveal that value alignment partially mediates the association between relative advantages and behavioral intention, complexity and behavioral intention, compatibility and behavioral intention, perceived cost and behavioral intention except in between trialability and observability. Originality/value – This research is unique as the value alignment construct is included in the model, and thus it fulfills the literature gap by adding the mediation construct. This study contributes to enhancing AR’s understanding of the Malaysian travel and tour operator industry through the lenses of owners or managers. It offers an integrated model that combines the TOE and DOI models, rare in this sector, and can be replicated or extended with validated scales. Emerald Publishing Limited 2022-01-17 Article PeerReviewed application/pdf en http://irep.iium.edu.my/101639/1/101639_Augmented%20reality%20adoption%20intention.pdf Alam, Syed Shah and Masukujjaman, Mohammad and Susmit, Samiha and Susmit, Sumaiya and Abd. Aziz, Hassanuddeen (2022) Augmented reality adoption intention among travel and tour operators in Malaysia: mediation effect of value alignment. Journal of Tourism Futures. pp. 1-20. ISSN 2055-5911 (In Press) https://www.emerald.com/insight/content/doi/10.1108/JTF-03-2021-0072/full/html 10.1108/JTF-03-2021-0072
institution Universiti Islam Antarabangsa Malaysia
building IIUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider International Islamic University Malaysia
content_source IIUM Repository (IREP)
url_provider http://irep.iium.edu.my/
language English
topic T Technology (General)
spellingShingle T Technology (General)
Alam, Syed Shah
Masukujjaman, Mohammad
Susmit, Samiha
Susmit, Sumaiya
Abd. Aziz, Hassanuddeen
Augmented reality adoption intention among travel and tour operators in Malaysia: mediation effect of value alignment
description Purpose – This study evaluated the determinants of augmented reality (AR) adoption in Malaysia’s travel and tour operator sectors through an integrated technology organization-environmental (TOE) and diffusion of innovation (DOI) model. Design/methodology/approach – The TOE and DOI were considered the primary theoretical models but are combined and extended by including few additional variables. Data were collected from 220 respondents of travel and tour operating businesses in Malaysia and analyzed by applying PLS structural equation model technique. Findings – The empirical results established that perceived cost, relative advantages, complexity and compatibility, observability, competitor pressure, value alignment, customer pressure, and trialability are positively connected with the behavioral intention except for external support. The results reveal that value alignment partially mediates the association between relative advantages and behavioral intention, complexity and behavioral intention, compatibility and behavioral intention, perceived cost and behavioral intention except in between trialability and observability. Originality/value – This research is unique as the value alignment construct is included in the model, and thus it fulfills the literature gap by adding the mediation construct. This study contributes to enhancing AR’s understanding of the Malaysian travel and tour operator industry through the lenses of owners or managers. It offers an integrated model that combines the TOE and DOI models, rare in this sector, and can be replicated or extended with validated scales.
format Article
author Alam, Syed Shah
Masukujjaman, Mohammad
Susmit, Samiha
Susmit, Sumaiya
Abd. Aziz, Hassanuddeen
author_facet Alam, Syed Shah
Masukujjaman, Mohammad
Susmit, Samiha
Susmit, Sumaiya
Abd. Aziz, Hassanuddeen
author_sort Alam, Syed Shah
title Augmented reality adoption intention among travel and tour operators in Malaysia: mediation effect of value alignment
title_short Augmented reality adoption intention among travel and tour operators in Malaysia: mediation effect of value alignment
title_full Augmented reality adoption intention among travel and tour operators in Malaysia: mediation effect of value alignment
title_fullStr Augmented reality adoption intention among travel and tour operators in Malaysia: mediation effect of value alignment
title_full_unstemmed Augmented reality adoption intention among travel and tour operators in Malaysia: mediation effect of value alignment
title_sort augmented reality adoption intention among travel and tour operators in malaysia: mediation effect of value alignment
publisher Emerald Publishing Limited
publishDate 2022
url http://irep.iium.edu.my/101639/1/101639_Augmented%20reality%20adoption%20intention.pdf
http://irep.iium.edu.my/101639/
https://www.emerald.com/insight/content/doi/10.1108/JTF-03-2021-0072/full/html
_version_ 1751535948976357376
score 13.211869

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