Application of Spatial Augmented Reality for Sustainable Tourism Management: A Case Study of Nature-based Tourism in Japan
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Abstract
The purposes of this research are 1) to identify the factors that influence the adoption of Spatial Augmented Reality (SAR) in Nature-based Tourism (NBT) and 2) to investigate the relationship between SAR and sustainable tourism management (STM) in Japan. The study involved 402 participants, selected using convenience and purposeful sampling methods, who completed an online questionnaire distributed via email and social media with a coefficient of 0.92. The conceptual model used in this study included independent variables such as Technological Context (TC), Organizational Context (OC), Environmental Context (EC), SAR adopted in NBT products (ARNBT), and STM. Data was analyzed using Structural Equation Modeling (SEM) analysis, including Confirmatory Factors Analysis (CFA).
The results showed that EC had a significant effect (ß=0.737, p<0.001) on ARNBT, while TC (ß=0.206) and OC (ß=0.003) were insignificant factors affecting the adoption of SAR in NBT products in Japan. ARNBT, on the other hand, had a significant effect on STM (ß=0.936, p<0.001), particularly in the social (ß=0.96), economic (ß=0.99), and environmental (ß=0.86) aspects. Finally, the research developed the new model (2= 853.074,
2/df= 1.737, GFI=.899, CFI=.962, TLI=.949, AGFI=.855, RMSEA=.043) with EC, ARNBT, and STM.
Finally, the research suggests that environmental factors can be competitive and government pressure, which can positively influence the adoption of SAR in NBT products in the case of Japan. Moreover, from a management perspective, the economic aspect is the most important consideration for STM.
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The articles published in the journals are the authors' opinions, not the opinion of the editorial team or administrative staff. The articles published is copyright of the Journal of Business Administration and Accounting, Khon Kaen University.
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