The acceptance of augmented reality tour app for promoting film-induced tourism: the effect of celebrity involvement and personal innovativeness

Abstract

Purpose

The purpose of this paper is to examine the factors that influence mainland Chinese film tourists’ behavioural intention in accepting an augmented reality (AR) feature film character-related tour APP (an IfilmAR-tour-APP) based on an extension of unified theory of acceptance and use of technology (UTAUT) model.

Design/methodology/approach

Systematic sampling was used to collect data; 360 valid questionnaires were collected from mainland Chinese film tourists visiting Macau. Partial least squares structural equation modelling (PLS-SEM) was applied to analyse the data.

Findings

The findings indicated that performance expectancy, effort expectancy, social influence, celebrity involvement and personal innovativeness have a significant impact on mainland Chinese film tourists’ behavioural intention in accepting the IfilmAR-tour-APP, while facilitating conditions do not significantly affect tourists’ behavioural intention. Furthermore, the study revealed that effort expectancy, celebrity involvement and personal innovativeness positively influence performance expectancy in the use of an IfilmAR-tour-APP.

Practical implications

The findings of this study provide implications for AR tour APP developers which will help them to enhance their designs, and for the governments of tourist destinations to formulate their promotion strategies in developing niche tourism.

Originality/value

This study extended the application of UTAUT to tourism technology by introducing two personality traits in the context of AR tour APPs for film-induced tourism. This research contributes to niche tourism research by linking niche tourism and tourism technology.

推广影视旅游的增强现实旅游APP的接受度：论名人参与和个人创新的影响

研究目的

本论文旨在检验中国大陆影视旅游者接受增强现实（AR）影视人物相关APP（IfilmAR-tour-APP）的接受行为, 本论文根据UTAUT模型, 检验其影响接受行为的各项因素。

研究设计/方法/途径

本论文采用系统抽样法搜集数据; 共收到360份中国大陆到澳门影视旅游的游客问卷。本论文采用PLS-SEM方法分析数据。

研究结果

研究结果表明, 性能期望、努力期望、社交影响、名人参与、和个人创新都对中国大陆影视旅游者接受IfilmAR-tour-APP行为有着显著影响。然而, 辅助条件对游客的行为意向并没有显著影响。此外, 本论文还表示努力期望、名人参与、和个人创新对性能期望有积极影响。

研究实践启示

本论文结论对于AR旅行APP开发者提供实践启示, 这将帮助他们提高设计, 此外, 本论文结论对旅游目的地的政府也有启示, 帮助他们推广这种新奇旅游策略。

研究原创性/价值

本论文延展了UTAUT应用到旅游科技, 在AR tour APP在影视旅游中引入两个个性特点。本论文通过连接新奇旅游领域与旅游科技, 对新奇旅游科研有着贡献。

Citation

Wu, X. and Lai, I.K.W. (2021), "The acceptance of augmented reality tour app for promoting film-induced tourism: the effect of celebrity involvement and personal innovativeness", Journal of Hospitality and Tourism Technology, Vol. 12 No. 3, pp. 454-470. https://doi.org/10.1108/JHTT-03-2020-0054