Research Strategy for Studying User's Acceptance of Tourism-Related ITs: User's Acceptance of AR-VR Technological-Combo App

Research Strategy for Studying User's Acceptance of Tourism-Related ITs: User's Acceptance of AR-VR Technological-Combo App

Tan Gek Siang, Kamarulzaman Ab. Aziz, Zauwiyah Ahmad
Copyright: © 2020 |Pages: 21
DOI: 10.4018/978-1-7998-2460-2.ch086
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Abstract

This paper aims to guide future researchers on research strategy for studying user's acceptance of tourism-related Information Technologies (ITs). In a study on user's acceptance of the technological-combination of virtual reality and augmented reality application in the UNESCO World Heritage Site of Melaka, the author proposes 11 steps of research strategy which begin with developing the research framework (Step 1), proposing the research hypotheses (Step 2), determining research design (Step 3), designing sampling processes (Step 4), designing questionnaire (Step 5), conducting face validity (Step 6), developing the prototypes (Step 7), conducting pilot testing (Step 8), collecting data (Step 9), analyzing data (Step 10), as well as providing conclusion (Step 11).
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Background

Traditional promotional tools, which commonly used in tourism marketing, have received criticisms in the tourism studies owing to their limitations. Similarly, the use of traditional promotional tools in Melaka has been suspected to be one of the reasons that affect the state unable to sustain strong tourism growth in recent years. Various weaknesses have been identified on those conventional promotional tools, such as static images, out-dated information, inaccurate information and incomprehensive information. Table 1 discusses the weaknesses of the existing tourism information sources in Melaka with relevant evidences.

Table 1.
Weaknesses of the existing tourism information sources in Melaka with relevant evidences
WeaknessesEvidences
1. Static imagesThe small-sized 2D images of tourist attractions printed in the travel guide books published by the Tourism Promotion Division (Melaka Chief Minister’s Department, 2013b) are unclear, unattractive and static in nature.
2. Out-dated
information		The visiting information (opening hours and admission fees) of tourist attractions is different from those printed in tour guide books published by the Tourism Promotion Division (Melaka Chief Minister’s Department, 2013b).
3. Inaccurate
information		The temporary closing of the Stadthuys Museum Complex for conservation activities was not being notified in tour guide books published by the Tourism Promotion Division (Melaka Chief Minister’s Department, 2013b).
4. Incomprehensive
information		The tour guide books published by the Tourism Malaysia and the Ministry of Tourism (2013) are lacking of information about the date and venue of the upcoming events in Melaka. There is absence of contact information for tourists to clarify with the event organizers.

Source: Melaka Chief Minister’s Department (2013b), Tourism Malaysia and the Ministry of Tourism (2013)

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