Augmented Reality in Tourism: From Immersive App Experiences to Continued Use

This study aims to explore tourists' intentions to continue using augmented reality mobile applications in the tourism sector. Grounded in the extended expectation-confirmation theory, a conceptual framework was developed to examine tourists' continuance usage intentions. Data were gathered via an online survey from 343 participants who recently engaged in tourism activities and used augmented reality mobile applications in Pakistan. The proposed model was tested using partial least squares structural equation modelling. The results indicate a significant positive relationship between augmented reality mobile applications, perceived usefulness, satisfaction, and expectation confirmation. While perceived usefulness did not directly influence satisfaction, it demonstrated a significant impact on continuance usage intention. Both confirmation of expectations and satisfaction positively influenced the intention to continue using augmented reality mobile applications. These findings offer valuable insights into how to manage tourists' expectations better and improve satisfaction, thereby fostering repeat visits and supporting sustainable tourism development. This study contributes to understanding the factors influencing users’ continued use of augmented reality mobile applications in tourism and hospitality contexts.

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