ABSTRACT
Tourists’ behaviours in terms of technology acceptance in tourism destinations varied. Geotourism as a novel kind of tourism focused on main geological destinations that were called ‘Geopark’. Recent technologies, such as Augmented Reality (AR) enhanced tourists’ experience in a sustainable way. The main goal of this study was to scrutinise determinants of tourists’ behavioural intention to accept AR wearable smart glass in Langkawi Geopark, Malaysia. Adoption of technology required empirical research to evaluate human behaviours. One of the dominant frameworks that considered human behaviour was the Theory of Planned Behaviour (TPB). In addition, the moderating effect of individual’s national cultural differences was adopted in this study. Results indicated that, three main predictors of intention in proposed TPB framework, attitude, subjective norm, and perceived behavioural control were significant. Further, the outcome demonstrated that social norms were more powerful determinant of intention to accept AR for individuals with feminine cultural values.
