Technology Readiness as Moderator for Satisfaction and Destination Loyalty in Augmented Reality Environments

Technology has been changing the travel experience of visitors. Particularly, augmented reality (AR) is one of the emerging technologies, which widely used in cultural heritage tourism sites. This study is based on a new technology acceptance model and future modified this model to examine the relationship between product beliefs, consumer satisfaction with AR, and destination loyalty in cultural heritage sites. Moreover, this paper examined the role of technology readiness (TR) forming travellers’ loyalty of destination with a kind of travel technology””AR. The results show that perceived usefulness and perceived ease of use have significant effects on the satisfaction of AR towards the travellers’ loyalty of destination. TR is found to have moderating effects on this model.