Payam Partovinia; Niloofar Abbaspoor
Abstract
Today, augmented reality has become one of the most critical technologies in the tourism industry. However, the intention to accept and use tourism augmented reality programs depends on various factors that can be analyzed using the integrated technology acceptance and use theory. On the other hand, ...
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Today, augmented reality has become one of the most critical technologies in the tourism industry. However, the intention to accept and use tourism augmented reality programs depends on various factors that can be analyzed using the integrated technology acceptance and use theory. On the other hand, each of these factors can influence the hedonic motivation of people to use these programs. This study aimed to examine how the Theory of Acceptance and Use of Technology and hedonic motivation affect the use of mobile augmented reality tourism apps in Iran. The statistical population of the current research consists of the users of tourism augmented reality programs. 201 users were selected as sample. The data collection tool was a questionnaire. Structural equation model was used to analyze the data. The research results showed that four factors (performance expectancy, effort expectancy, social influence, and facilitating conditions) positively and significantly affect the hedonic motivation to use tourism augmented reality apps. Furthermore, research findings have shown that all four factors of the Technology Acceptance Model positively impact the intention to use augmented reality applications on mobile phones. Also, the research has shown that hedonic motivation positively and significantly affects the intention to use tourism augmented reality apps on mobile phones. Finally, the research findings have shown that hedonic motivation plays a crucial role in mediating between the different dimensions of UTAUT and the intention to use augmented reality applications. However, the mediating role of hedonic motivation was not supported for PE and BI.
Niloofar Abbaspoor; Rasoul Mohammad Ali Pour; Fatemeh Bagheri
Abstract
Background: Official websites of tourism destinations provide an important digital content and are considered as widely-used tools of introducing destinations and presenting tourism products to the potential tourists. Improving the usability of websites helps the tourism destinations in achieving their ...
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Background: Official websites of tourism destinations provide an important digital content and are considered as widely-used tools of introducing destinations and presenting tourism products to the potential tourists. Improving the usability of websites helps the tourism destinations in achieving their goals. Websites usability is measured based on different criteria.Purpose: This paper evaluates and compares the usability of Iran and Malaysia official tourism destination websites –which are regarded as quite comparable in their tourism products and market- using seven criteria of content, visual attractiveness, infrastructure, interaction and responsiveness, navigation, customization, and product provision.Method: In order to do this evaluation, pairwise comparison questionnaires of the criteria were developed based on DEMATEL and ANP techniques and were answered online by 10 tourism experts in Iran. Websites’ usability analysis was performed using a combination of two MCDM (Multiple Criteria Decision Making) techniques that are DEMATEL and ANP so that the causal relations of the criteria are identified along with the ranking of their significance.Findings: The findings of the research show “infrastructure” as the dispatcher criterion, “product provision” as the receiver, and “content” as the most important criterion in the usability of tourism destinations’ websites. The findings also revealed the superiority of Malaysia’s official tourism website as compared to that of Iran.
