Travelling in the digital world: exploring the adoption of augmented reality (AR) through mobile application in hospitality business sector
Journal of Advances in Management Research
ISSN: 0972-7981
Article publication date: 25 April 2023
Issue publication date: 10 October 2023
Abstract
Purpose
The study aims to advance understanding of the intention of Augmented Reality (AR) technology adoption by conducting a systematic review of relevant literature articles in the hospitality sector where 93 articles were chosen and synthesized by generating a theme and proposing a conceptual framework with their research proposals.
Design/methodology/approach
A systematic literature review (SLR) has been conducted incorporating thematic analysis to investigate various determinants from selected articles and to identify the key themes in order to propose a conceptual framework and research proposal.
Findings
The findings reveal seven major themes in its research proposal for future research directions. This includes “Technology Engagement”, “Resilience”, “Knowledge is key”, “Readiness for changes”, “Uncertainty management”, “Environmental conditions” and “Business performance”.
Originality/value
The novel contribution of this study is that it focuses on both theoretical and practical knowledge. On the theoretical level, this study comprises factors that apply relevant theory in the areas of information technology and business management, whose integrative theoretical orientation provided insight into the AR adoption initiatives and to further examine the relationship between its proposed factors. On the practical level, it provides insights and information with a new body of knowledge that business owner–managers, policymakers and practitioners should consider in order to craft a strategic adoption of AR technology.
Keywords
Acknowledgements
This work was supported by Naresuan University (NU), and National Science, Research and Innovation Fund (NSRF): Grant no. 2199055.
Citation
Yawised, K., Apasrawirote, D., Chatrangsan, M. and Muneesawang, P. (2023), "Travelling in the digital world: exploring the adoption of augmented reality (AR) through mobile application in hospitality business sector", Journal of Advances in Management Research, Vol. 20 No. 4, pp. 599-622. https://doi.org/10.1108/JAMR-01-2023-0023
Publisher
:Emerald Publishing Limited
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