PurposeThe 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/approachA 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.FindingsThe 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/valueThe 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.

Travelling in the digital world: exploring the adoption of augmented reality (AR) through mobile application in hospitality business sector

Purpose Augmented reality is one of the technologies that developed and became widespread, especially after the 2000s. It is seen that innovations such as 3D virtual reality glasses, artificial intelligence-supported smart chatbots that communicate with customers in a virtual environment, keyless hotel systems, the Internet of Things, augmented reality applications, smart personal assistants, digital infrastructure concepts and face recognition systems are used in tourism businesses. The place and use of augmented reality technologies in tourism enterprises are discussed in this study. This study was evaluated from the perspective of UTAUT2. The purpose of this study is to examine the usability of augmented reality technologies in tourism businesses. Design/methodology/approach Within the scope of the study, interviews were held with augmented reality application developers, digital marketing agencies and accommodation business managers. The obtained data were processed with the MAXQDA analysis program. Findings It has been determined that augmented reality is a useful and informative technological tool for tourists, it can help sales, promotion and marketing activities, and its usability potency in accommodation businesses is high. Originality/value When the literature is reviewed, it is understood that the studies that apply to the opinions of the application developers and the managers of the accommodation establishments are limited. Therefore, this study has been prepared to contribute to the literature in this respect. This study examines and discusses the use of augmented reality technologies in tourism enterprises, the benefits and difficulties they will create from the perspective of application developers and accommodation business managers and their place in tourism enterprises. This study was evaluated from the perspective of UTAUT2. There is a need for research developed using UTAUT models in technology acceptance studies. In this respect, it will contribute to the literature. 

The use of augmented reality technologies in tourism businesses from the perspective of UTAUT2

Artificial intelligence changes how tourist destinations operate, provides better service to visitors, and provides long-term benefits for local communities and the environment. However, it is essential to question whether governments can effectively resolve data privacy and cybersecurity challenges when deploying these technologies. This study aims to analyze issues related to the role of artificial intelligence policy in promoting Indonesia's digital tourism. This research employs a normative legal approach, drawing from both statutory and historical sources. This research concludes that Indonesia promotes artificial intelligence in tourism by investing in AI technology research and development, collaborating between the government and the private sector to implement AI solutions, and establishing a supportive regulatory framework to ensure the ethical use of AI in tourism. The impact of digitalization policies on digital tourism includes increasing accessibility and convenience for tourists through online ordering systems and digital payment methods, developing smart destinations with Internet of Things technology and data-based insights, and enhancing tourist experiences through augmented reality applications and virtual reality. 

Artificial Intelligence Policy in Promoting Indonesian Tourism

Improvement of Augmented Reality in Tourism by Deep Learning offers a thorough investigation of how cutting-edge technology might improve the tourist’s experience. The study focuses on using deep learning methods to enhance tourism-related realities. The proposed methodology uses deep learning algorithms to enhance and modify visitors’ augmented reality experiences. Further, the work intends to solve current issues faced by the tourist sector, such as the lack of customization and engagement in augmented reality applications, by incorporating deep learning models. The selection is based on its capacity to enhance user experience, accurately recognize objects, provide visual guided tours, incorporate historical context, and ultimately drive the adoption of augmented reality within the tourism sector. The findings conclude that an average accuracy of 96% was obtained when incorporating deep learning toward improving augmented reality in tourism.

Improvement of Augmented Reality in Tourism using Deep Learning

The tourism sector is one of the sectors that have been most affected by the Covid-19 pandemic, due to the reduction in its income by more than half in 2020 compared to the previous year, according to the UNWTO. In Colombia, the panorama does not differ, with fall in sales close to 70% compared to 2019 in the hotel sector and travel agencies. Even so, it is one of the sectors to which many regions point for post-pandemic economic recovery. So, in the context of the current Covid-19 contingency, it is necessary to redefine the tourist experience. Various international organizations and/or authors propose innovation and digital transformation as key strategies for the tourism sector’s resilience. Policies for economic reactivation at the national level bet on the promotion of tourism, strengthening itself through CTI activities and promoting the integration of the private sector and academia. This article shows the development of an application based on augmented reality that is the first software application that promotes cultural tourism in the department of Cesar. For the development of this application, agile development methodologies were used that allow direct interaction with the client, which allowed a significant impact on economic development in the department of Cesar. 

Platform Based on Augmented Reality to Support Cultural Tourism in the Department of Cesar, Colombia

Augmented reality navigation application to promote tourism to local state attraction “Lawang Sewu”

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Augmented reality navigation application to promote tourism to local state attraction “Lawang Sewu”