Augmented Reality Applications as a Marketing Tool and Its Impact on Visit Intention: Evidence from Egyptian Hotels

Document Type : Methodologies

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PhD in Hotel Management, Faculty of Tourism and Hotels, Mansoura University

Abstract

The research aims to understand the role of Augmented Reality (AR) applications, especially AR applications, as a marketing tool that contributes to improving customers' intention to book hotels. For this purpose, the research relied first on the theoretical framework to define the basic concepts of the research, secondly, the analytical framework which aims to study and analyze the mechanism of AR applications in the hotel sector. The field study included (402) questionnaires distributed to customers who deal with hotel websites in Egypt, provided that they have used one of the AR applications in the hotel sector. Some of the research results were represented in the the impact of AR with its dimensions (AR applications usefulness, AR applications ease of use, AR applications enjoyment), and to increase tourists visit intentions in the hotels in Egypt. Based on the results, some recommendations were proposed, the most prominent of which were using the designed AR application to exploit the benefits of this AR application in enhancing tourists' behavioral intentions toward the hotels, thus supporting the reservation levels and the marketing practices area in particula

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