Beyond TAM: The experiential power of augmented reality in shaping guest loyalty in luxury hotels

As augmented reality (AR) transforms service encounters in luxury hospitality, traditional models like the Technology Acceptance Model (TAM) are limited in explaining how immersive technologies influence guest loyalty. This study introduces and tests an integrative framework combining TAM, Service Quality/Satisfaction Theory, and the Stimulus–Organism–Response (SOR) model to explore how AR characteristics—ease of use, innovativeness, and perceived certainties—affect guest satisfaction and intention to repeat stays in five-star hotels. Data from 389 guests in Egypt were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results show that experiential AR attributes significantly influence satisfaction and loyalty, while perceived usefulness—central to TAM—has no significant effect. Guest satisfaction fully mediates the AR–loyalty relationship, emphasizing the emotional pathway of immersive experiences. This study challenges utilitarian models and advances an experience-driven view of technology engagement. Practical implications highlight the value of intuitive, emotionally resonant AR applications in strengthening guest loyalty and competitive positioning.