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Tourists responses to the use of mobile augmented reality for travel

Tourist experiences are shaped by the complexities of the individual visitor’s psychological factors, and it is widely known that tourists anticipate a positive experience from every trip made. Yet, the fact remains that travel is inextricably linked to the issues of geography and awareness and a mi...

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Main Authors:	Mohd, Nur Shuhadah, Ismail, Hairul Nizam
Format:	Conference or Workshop Item
Language:	English
Published:	Penerbit UMT 2021
Subjects:	H Social Sciences (General) HM Sociology HM1001 Social psychology T Technology (General)
Online Access:	http://irep.iium.edu.my/94973/8/94973_Tourist_responses_to_the_use_mobile.pdf http://irep.iium.edu.my/94973/ https://gtc2021umt.wixsite.com/gtc2021/e-proceedings http://doi.org/10.46754/gtc.2021.11.009
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id	my.iium.irep.94973
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spelling	my.iium.irep.949732021-12-22T09:09:25Z http://irep.iium.edu.my/94973/ Tourists responses to the use of mobile augmented reality for travel Mohd, Nur Shuhadah Ismail, Hairul Nizam H Social Sciences (General) HM Sociology HM1001 Social psychology T Technology (General) Tourist experiences are shaped by the complexities of the individual visitor’s psychological factors, and it is widely known that tourists anticipate a positive experience from every trip made. Yet, the fact remains that travel is inextricably linked to the issues of geography and awareness and a misinterpretation of the attributes of a destination may lead to unlikely expectations that affect the entire experience. With the dynamic and interactive visualisation features offered by augmented reality (AR) on mobile phones and other smart handheld devices, this technology is viewed as being capable of closing the gap between tourist expectations and reality, thereby improving how tourists engage with their surroundings. Despite the known potential of this relatively new technology, its actual acceptance among the users is still minimal, especially in the Malaysian context. Considering this limitation, this study examined the extent of AR utilisation and its ability to influence the development of a tourists’ travel experience. The ‘Iskandar.my’ mobile AR app was used in this research to evaluate the tourists’ expectations, perception and satisfaction with the utilisation of this software platform to add value to their travel experience. The findings indicated that there was a statistically significant differences in the respondents’ experiences before and after using the AR content on the mobile app. The thrill associated with the use of this advanced technology was the primary factor in their satisfaction with the AR function. However, the lack of variety in the attractions covered, as well as the app’s currently limited offerings, were noted as factors that could affect the ‘Iskandar.my’ apps competitiveness with regard to other travel-related apps. Therefore, this researcher recommends that the developer of the app improve the design and service dimensions of the app to meet users’ travel needs. Penerbit UMT 2021 Conference or Workshop Item PeerReviewed application/pdf en http://irep.iium.edu.my/94973/8/94973_Tourist_responses_to_the_use_mobile.pdf Mohd, Nur Shuhadah and Ismail, Hairul Nizam (2021) Tourists responses to the use of mobile augmented reality for travel. In: The Global Tourism Conference, 7-9 September 2021, Online. https://gtc2021umt.wixsite.com/gtc2021/e-proceedings http://doi.org/10.46754/gtc.2021.11.009
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	H Social Sciences (General) HM Sociology HM1001 Social psychology T Technology (General)
spellingShingle	H Social Sciences (General) HM Sociology HM1001 Social psychology T Technology (General) Mohd, Nur Shuhadah Ismail, Hairul Nizam Tourists responses to the use of mobile augmented reality for travel
description	Tourist experiences are shaped by the complexities of the individual visitor’s psychological factors, and it is widely known that tourists anticipate a positive experience from every trip made. Yet, the fact remains that travel is inextricably linked to the issues of geography and awareness and a misinterpretation of the attributes of a destination may lead to unlikely expectations that affect the entire experience. With the dynamic and interactive visualisation features offered by augmented reality (AR) on mobile phones and other smart handheld devices, this technology is viewed as being capable of closing the gap between tourist expectations and reality, thereby improving how tourists engage with their surroundings. Despite the known potential of this relatively new technology, its actual acceptance among the users is still minimal, especially in the Malaysian context. Considering this limitation, this study examined the extent of AR utilisation and its ability to influence the development of a tourists’ travel experience. The ‘Iskandar.my’ mobile AR app was used in this research to evaluate the tourists’ expectations, perception and satisfaction with the utilisation of this software platform to add value to their travel experience. The findings indicated that there was a statistically significant differences in the respondents’ experiences before and after using the AR content on the mobile app. The thrill associated with the use of this advanced technology was the primary factor in their satisfaction with the AR function. However, the lack of variety in the attractions covered, as well as the app’s currently limited offerings, were noted as factors that could affect the ‘Iskandar.my’ apps competitiveness with regard to other travel-related apps. Therefore, this researcher recommends that the developer of the app improve the design and service dimensions of the app to meet users’ travel needs.
format	Conference or Workshop Item
author	Mohd, Nur Shuhadah Ismail, Hairul Nizam
author_facet	Mohd, Nur Shuhadah Ismail, Hairul Nizam
author_sort	Mohd, Nur Shuhadah
title	Tourists responses to the use of mobile augmented reality for travel
title_short	Tourists responses to the use of mobile augmented reality for travel
title_full	Tourists responses to the use of mobile augmented reality for travel
title_fullStr	Tourists responses to the use of mobile augmented reality for travel
title_full_unstemmed	Tourists responses to the use of mobile augmented reality for travel
title_sort	tourists responses to the use of mobile augmented reality for travel
publisher	Penerbit UMT
publishDate	2021
url	http://irep.iium.edu.my/94973/8/94973_Tourist_responses_to_the_use_mobile.pdf http://irep.iium.edu.my/94973/ https://gtc2021umt.wixsite.com/gtc2021/e-proceedings http://doi.org/10.46754/gtc.2021.11.009
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score	13.211869

Tourists responses to the use of mobile augmented reality for travel

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