Conceptual Model of Innovation Decision Process and Hesitation to Adopt Augmented Reality in Tourism Industry

Augmented reality (AR) is gaining popularity in tourism by improving immersive experiences. Therefore, understanding the factors influencing perceptions and barriers is critical. This study examines visitors' attitudes and decision making hesitation. The innovation decision process is a conceptual model for comprehending user decisions and analyzing AR features and visitor characteristics. The early majority of AR users completed 401 online questionnaires. The causal relationships were investigated using PLS-SEM and IPMA. PLS-SEM results discovered that visual appeal and environmental embedding influenced AR attitudes. This study found that low tourist memorability affected visitor resistance and AR attitudes. The dimensions of visitor perception show that novelty and enjoyment significantly influence AR attitudes. Additionally, we discovered that AR attitudes significantly affected hesitation to reuse AR, revisit and engage in EWOM. IPMA results indicate that the AR attitude is significantly effective and crucial in reducing tourism AR hesitation. Additionally, we present a novel framework that integrates the domains of policy, people and technology.