ABSTRACT
The tourism industry has been revolutionized by novel technologies in the form of gadgets and applications. The surge in the use of mobile technology applications in tourism could further enhance tourists to have valuable experience. Augmented Reality (AR) is one such innovative concept that has been recognized for its recent applications in many industries. AR is an emerging new technology that superimposes virtual information on the user’s view of the physical world. Hence, the aim of this paper to develop a theoretical framework that demonstrates the fundamental aspects that drive behavioural intention of tourist of distinct cultures towards wearable AR application. The findings can provide guidance to stakeholders in tourism destinations on implementing wearable AR application to enhance destination competitiveness.
