Unlocking the potential of augmented reality in hospitality the role of tam, perceived risk, privacy, safety, trust and hedonic motivation

Purpose – This study intends to unfold the antecedents of AR adoption intention in the Indian hospitality industry by extending the technology acceptance model (TAM) with perceived risk (PR), privacy (PV), safety (SF), trust (TR) and hedonic motivation (HM). Design/Methodology/Approach – A quantitative research technique was utilized and an online- survey through Facebook was conducted to collect the data from the Indian consumers. For data analysis, structural equation modeling (SEM) was used with the SPSS and AMOS software. Findings – The empirical findings revealed that integrating TAM with constructs such as PR, PV, SF, TR and HM resulted in a robust framework for explaining customers’ intention to adopt AR in the hospitality industry. Originality of the research – AR is gaining popularity among consumers due to its ability to offer a wide range of valuable information while establishing a genuine connection with the physical environment. This research is unique as the five additional constructs, viz. PR, PV, SF, TR and HM, are included in the original TAM, thus fulfilling the literature gap. This work endeavors to augment the comprehension of AR and unfolds the antecedents of AR adoption intention in the hospitality industry through the lens of consumers.