Quality Dimensions of Augmented Reality-based Mobile Apps for Smart-Tourism and its Impact on Customer Satisfaction & Reuse Intention

ABSTRACT The COVID-19 pandemic has severely affected the tourism industry, with national lockdowns aimed at curbing the spread of the virus mandating travel restrictions and prohibiting events and gatherings. The shift to online video conferencing tools, which offer limited interactivity, has spurred the need to integrate augmented reality (AR) in various contexts, such as meetings, exhibitions, museums, and travel. This quantitative study examines visitors’ perspectives on AR-based apps in tourism. It investigates the influence of three kinds of quality determinants, such as information quality, system quality, and service quality, on visitors’ perspectives on AR apps. Their impact on visitor satisfaction ultimately triggers visitors to reuse AR-based mobile apps. The research makes a theoretical contribution to the literature on AR and the quality dimensions of mobile apps. We expect demand for AR-based apps to rapidly increase, as people continue to follow preventive measures even after COVID-19.