Investigating The Factors Of Augmented Reality Of Mobile Phone Applications In Tourism Based On The Unified Theory Of Acceptance And The Use Of Technology (UTAUT) And The Attitude Of Using Augmented Reality And Technological Knowledge

Today, augmented reality is one of the critical factors used in the tourism industry. In the world, the tourism industry uses augmented reality to attract users to tourist attractions. The intention to use augmented reality in mobile phones in the tourism industry depends on people's knowledge level, the users' attitudes, and the acceptance and use of technology. In Iran, the maturity of the application of these programs is at a low level, and Iran, as a tourist destination, needs to improve in introducing and branding the destination. Therefore, the research aims to investigate the impact of the integrated theory of technology acceptance and use, as well as the attitude and technological knowledge to use tourism augmented reality programs on mobile phones. The present research is based on a statistical population consisting of Iranian users of mobile augmented reality tourism applications, the size of which is Unlimited. The sample was taken using non-probability sampling and the sample size was determined using the Kline formula, resulting in a sample size of 216 individuals. The data collection tool is a questionnaire. A structural equation test was used to analyze the data. The results of the research showed that two factors (expectation of performance and expectation of effort) from the four main factors of technology acceptance theory have a positive and meaningful effect, and two factors (social influence and facilitating conditions) have a negative effect on the intention to use the program. have mobile phone augmented reality. On the other hand, the effect of knowledge and attitude towards augmented reality positively and significantly affects the intention to use mobile phone augmented reality programs.