MOBILE AUGMENTED REALITY: IN REFERENCE TO UTAUT PERSPECTIVE IN RELATION TO SMART TOURISM
Purpose: Man’s unending need for getting more, discovering for more insatiable thirst which gives the purpose to the tourist for tourism. Destination search is not limited with only brick and mortal websites through desktop computers with the increase acceptance of mobile device and enhanced used of innovation in wireless networks; mobile is used as a new way for destination search as mobile tourism. The aim of the study is to find out what impact is on users to accept or adopt the augmented reality with the use of mobile in tourism and destination search. A conceptual model is proposed, combining the two theories that is Unified Theory of Acceptance and Usage of Technology (UTAUT) with the Task Technology Fit (TTF) to study behavioral pattern and user behavior on any four dimensions: (1). Performance Expectancy (2).Effort Expectancy (3).Social Influence (4). Facilitating Conditions. Design/ Methodology/ Approach: A Questionnaire was completed by a sample of 100 respondents in Lucknow, Uttar Pradesh. Both the methods UTAUT and TTF when combined to form a new model. A hypothesis is created according to the available literature. Research Implication: The conceptual framework provides valuable facts for increased used of mobile for tourism and travel related needs for the tourist. Findings: The result will try to find explain that model account for 70% of the variance in Behavior Intention (BI) in relation to the actual use of augmented reality for mobile phones is about 50%. Originality Value: With the increase, use of mobile phones and vast availability of web 2.0 through the use of internet and the use of augmented reality mobile technology is increasing and customers are gathering diversified information in relation to real work and increased use of Augmented Reality in Tourism.
Mobile Augmented Reality, UTAUT, TTF, E-Tourism, Behavior Identification