APPLICATION OF SPATIAL AUGMENTED REALITY FOR SUSTAINABLE TOURISM MANAGEMENT: A CASE STUDY OF NATURE BASED TOURISM IN JAPAN

Abstract

The purpose of this research is to identify the factors affecting to adopt Spatial Augmented Reality(SAR) in Nature-based Tourism(NBT) and to find out the relationship between SAR and sustainable tourism management(STM) in the case of Japan. The research was conducted as a quantitative research with the sample of 402 participants by convenience sampling and purposeful sampling method. Reseacher distributed the questionaire online by e-mail and direct messages through social networking systems directly sent with URL of a google form. The conceptual model was used in this study with independent variables namely Technological context(TC), Organizational context(OC), Environmental context(EC), Spatial Augmented Reality adopted in Nature-based prodcut(ARNBT), and Sustainable Tourism Management(STM). As a result, EC had significant effect to ARNBT while TC and OC were insignificant in the case of Japan and ARNBT had significant effect to STM with social, economic, and anvironmental aspects. To conclude, environmental context such as competitive pressure and government pressure can positively effect to adopt SAR in nature-based product. Moreover, from the management perspective, economic aspect is considered well as one of sustainable tourism management along with social aspect.

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