ISSN 2394-5125
 

Research Article 


EXAMINATION OF THE ADOPTION OF AUGMENTED REALITY IN AL MASJID AL HARAM IN MAKKAH AL MUKARRAMAH: A TAM MODEL APPROACH

Abdullah F. Basiouni.

Abstract
Despite the growing importance and popularity of augmented reality (AR) technologies in hospitality and tourism, little research to identify the degree of user adoption, particularly in the travel sector of Hajj and Umrah, has been conducted. Based on a questionnaire administered to 967 visitors of the Holy Mosque of Makkah, visitor experiences and adoption intention were examined and analyzed through structural equation modeling (SEM). Adoption was explored using the technology acceptance model (TAM). The analysis results revealed a reasonable fit between data collected and the model used: chi2 (1844.91), chi2 / DF (2.5), RMSEA (0.13), CFI (0.75), and all values of Cronbach's alpha are higher than 0.70. AR adoption is affected by its perceived value by Haram visitors to which the benefits of usefulness and ease of use contribute, along with attitude and behavioral intention towards the AR actual use.

Key words: Augmented Reality, Wayfinding, Holy Mosque of Makkah, Saudi Vision of 2030.


 
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Pubmed Style

Abdullah F. Basiouni. EXAMINATION OF THE ADOPTION OF AUGMENTED REALITY IN AL MASJID AL HARAM IN MAKKAH AL MUKARRAMAH: A TAM MODEL APPROACH. JCR. 2020; 7(19): 3233-3246. doi:10.31838/jcr.07.19.388


Web Style

Abdullah F. Basiouni. EXAMINATION OF THE ADOPTION OF AUGMENTED REALITY IN AL MASJID AL HARAM IN MAKKAH AL MUKARRAMAH: A TAM MODEL APPROACH. http://www.jcreview.com/?mno=122827 [Access: September 14, 2020]. doi:10.31838/jcr.07.19.388


AMA (American Medical Association) Style

Abdullah F. Basiouni. EXAMINATION OF THE ADOPTION OF AUGMENTED REALITY IN AL MASJID AL HARAM IN MAKKAH AL MUKARRAMAH: A TAM MODEL APPROACH. JCR. 2020; 7(19): 3233-3246. doi:10.31838/jcr.07.19.388



Vancouver/ICMJE Style

Abdullah F. Basiouni. EXAMINATION OF THE ADOPTION OF AUGMENTED REALITY IN AL MASJID AL HARAM IN MAKKAH AL MUKARRAMAH: A TAM MODEL APPROACH. JCR. (2020), [cited September 14, 2020]; 7(19): 3233-3246. doi:10.31838/jcr.07.19.388



Harvard Style

Abdullah F. Basiouni (2020) EXAMINATION OF THE ADOPTION OF AUGMENTED REALITY IN AL MASJID AL HARAM IN MAKKAH AL MUKARRAMAH: A TAM MODEL APPROACH. JCR, 7 (19), 3233-3246. doi:10.31838/jcr.07.19.388



Turabian Style

Abdullah F. Basiouni. 2020. EXAMINATION OF THE ADOPTION OF AUGMENTED REALITY IN AL MASJID AL HARAM IN MAKKAH AL MUKARRAMAH: A TAM MODEL APPROACH. Journal of Critical Reviews, 7 (19), 3233-3246. doi:10.31838/jcr.07.19.388



Chicago Style

Abdullah F. Basiouni. "EXAMINATION OF THE ADOPTION OF AUGMENTED REALITY IN AL MASJID AL HARAM IN MAKKAH AL MUKARRAMAH: A TAM MODEL APPROACH." Journal of Critical Reviews 7 (2020), 3233-3246. doi:10.31838/jcr.07.19.388



MLA (The Modern Language Association) Style

Abdullah F. Basiouni. "EXAMINATION OF THE ADOPTION OF AUGMENTED REALITY IN AL MASJID AL HARAM IN MAKKAH AL MUKARRAMAH: A TAM MODEL APPROACH." Journal of Critical Reviews 7.19 (2020), 3233-3246. Print. doi:10.31838/jcr.07.19.388



APA (American Psychological Association) Style

Abdullah F. Basiouni (2020) EXAMINATION OF THE ADOPTION OF AUGMENTED REALITY IN AL MASJID AL HARAM IN MAKKAH AL MUKARRAMAH: A TAM MODEL APPROACH. Journal of Critical Reviews, 7 (19), 3233-3246. doi:10.31838/jcr.07.19.388