A Study on the Investigation of Tourists’ Tendency to Adopt Augmented Reality-Based Tour Guide Applications

Today, it is seen that researches on augmented reality-based guidance applications in tour\rguiding services have a limited scope. From this point of view, it is aimed to obtain useful\rinformation about the future of tour guide applications in the research. For this purpose,\rtourists’ intentions to adopt augmented reality-based tour guide applications were examined\rwithin the framework of Value-Based Adoption Model (VAM). Quantitative research\rmethods were adopted in the research, and the data were collected by questionnaire\rtechnique. The hypotheses specific to the research model, in which 291 tourists who had a\rholiday experience in the last 12 months were taken as a sample, were analyzed through\rPLS-SEM. As a result of the research, the perceived value (PV) for augmented reality based\rtour guide applications was positively and significantly predicted by all of the perceived\rusefulness (PU), perceived enjoyment (PE), perceived technicality (PT) and perceived fee\r(PF) variables. Theoretical and practical implications were derived from the output of these\rresults.