Explaining sustainable rural tourism visit intention through augmented reality and social media usage using UTAUT2

Abstract

This research aims to assess the effect of Augmented Reality on visit intention of tourists for rural tourist sites. By incorporating the UTAUT2 model, the study examines main determinants of visit intention and the moderating effect of Social Media Usage (SMU). 594 responses were gathered and examined. SPSS version 28, and AMOS version 28 was utilized for analysis. Process Macro 4.1 was used to analyze the moderation effect of SMU. It is revealed that performance expectancy, hedonic motivation, price value, and social influence, have significant effects on the intention of tourists to visit rural tourist destinations. Moreover, SMU moderates Effort expectancy and visit intentions and Facilitating conditions and visit intentions. The research identifies the capabilities of AR in enriching rural tourism through experiencing immersive previews that increase awareness and interest to finally promote sustainable tourism. There is a need to merge AR with social media platforms as a key component of effective promotional strategies, ultimately building sustainable tourism development in rural regions.