THE IMPACT OF MOBILE AUGMENTED REALITY ON GREEN EXPERIENCE AND DESTINATION CHOICE INTENTION IN GREEN TOURISM IN VIETNAM

As environmental awareness grows, sustainable tourism has emerged as a significant focus for both researchers and practitioners. Tourists are increasingly seeking experiences that align with their values of conservation and ethical responsibility. Simultaneously, advancements in technology, particularly mobile augmented reality (AR), have introduced innovative ways to enhance green tourism experiences. Despite its potential, research exploring the specific influence of AR on sustainable tourism remains scarce. This study addresses this gap by examining how mobile AR impacts green tourism experiences and destination choice intentions, using an extended Technology Acceptance Model (TAM). Data was collected from 276 tourists who interacted with a mobile AR tourism application during their visit to a nature-based attraction. Findings revealed that three key attributes of mobile AR—interactivity, vividness, and information content—positively influenced tourists’ perceptions of usefulness and ease of use. These factors, in turn, contributed to heightened quality of green experiences and stronger intentions to revisit sustainable destinations. The results suggest that mobile AR can serve as an immersive and educational tool, fostering deeper appreciation for ecological and ethical tourism practices. The study provides significant theoretical contributions by extending TAM to demonstrate AR’s role in shaping both experiential quality and behavioral intentions within the context of sustainable tourism. It positions AR as a powerful platform for promoting environmental conservation and ethical behaviors among tourists. For practitioners, the findings offer actionable insights into designing AR applications that captivate visitors while aligning with sustainability goals. By leveraging AR’s capabilities, tourism stakeholders can create meaningful, interactive experiences that inspire responsible travel behaviors and reinforce the value of preserving natural resources. This research underscores the transformative potential of mobile AR in green tourism. It highlights the importance of integrating cutting-edge technologies to enhance tourist engagement, promote conservation, and advance the broader agenda of sustainable tourism development.