Investigating factors affecting the acceptance and use of augmented reality applications in education in the context of the COVID-19 pandemic

Augmented reality and virtual reality are considered smart and digital technologies that have left their impact in many industries and environments. On the other hand, the COVID-19 pandemic creates a series of issues and challenges for tourism education. Education through augmented reality and virtual reality has become very important. The tourism industry, as one of the most important service industries, experiences tight competition compared to other industries and services in the world.

The present study was conducted with the aim of investigating the factors affecting the acceptance and use of augmented reality and virtual reality applications in tourism education in the context of the COVID-19 pandemic. The research method of this study is quantitative, and data analysis is done using structural equations. The statistical population of the research also includes education experts in the field of augmented reality. The basic idea of this research and its dimensions and spheres are taken from Barta's research model (2023), and changes and innovations have been made to the said model. The research tool is a researcher-made questionnaire with reliable sources. The final designed conceptual model was estimated using structural equations and Smart PLS software.

Based on the modeling results of structural equations, usefulness, ease, pleasure motivation, perceived value of price and perceived quality are effective on the attitude of using augmented reality and virtual reality applications in tourism education with values of 0.560, 0.485, 0.303, 0.677 and 0.444 respectively.

Therefore, the perceived value of price has a greater impact on the attitude and acceptance of the use of augmented reality and virtual reality applications in tourism education in the era of COVID-19 than other identified factors.