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What is AR Adoption in Malaysian Travel Sector about?

This study investigates the factors influencing the adoption of augmented reality (AR) technology among travel and tour operators in Malaysia, utilizing an integrated technology-organization-environmental (TOE) and diffusion of innovation (DOI) model. Key findings indicate that perceived cost, relative advantages, complexity, compatibility, and other factors positively affect adoption intentions, with value alignment serving as a partial mediator. The research contributes to the understanding of AR adoption

Author

ahmad

Language

EN