Augmented reality adoption intention among travel and tour operators in Malaysia: mediation effect of value alignment

Purpose This study evaluated the determinants of augmented reality (AR) adoption in Malaysia's travel and tour operator sectors through an integrated technology-organization-environmental (TOE) diffusion innovation (DOI) model. Design/methodology/approach The TOE DOI were considered primary theoretical models but are combined extended by including few additional variables. Data collected from 220 respondents operating businesses Malaysia analyzed applying PLS structural equation model technique. Findings empirical results established that perceived cost, relative advantages, complexity compatibility, observability, competitor pressure, value alignment, customer trialability positively connected with behavioral intention except for external support. reveal alignment partially mediates association between advantages intention, compatibility cost observability. Originality/value research is unique as construct included model, thus it fulfills literature gap adding mediation construct. contributes to enhancing AR's understanding Malaysian industry lenses owners or managers. It offers combines models, rare this sector, can be replicated validated scales.