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 conside...

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Bibliographic Details
Published in:Journal of Tourism Futures
Main Authors: Syed Shah Alam, Mohammad Masukujjaman, Samiha Susmit, Sumaiya Susmit, Hassanuddeen Abd Aziz
Format: Article
Language:English
Published: Emerald Publishing 2024-06-01
Subjects:
Augmented reality
Adoption intention
Retail store
TOE
DOI
Online Access:https://www.emerald.com/insight/content/doi/10.1108/JTF-03-2021-0072/full/pdf

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https://www.emerald.com/insight/content/doi/10.1108/JTF-03-2021-0072/full/pdf

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