Augmented reality (AR) technology in virtual tourism: A study on public readiness during the COVID-19 pandemic Available to Purchase

The Coronavirus Disease 2019 (Covid-19) pandemic outbreak has brought a significant impact to the tourism industry due to travel restrictions across the country and internationally. The implementation of the new norm and Standard Operating Procedures (SOPs) to contain the pandemic have also made the public avoiding travels to local destinations and overseas that could negatively impact Malaysia’s tourism industry. The use of Augmented Reality (AR) technology as an alternative in delivering tourism experience has promising potentials as users can explore the places of interest without having to physically be in that place. However, before the deployment of such technology, the readiness of the public in using the technology must be measured. This research uses the Technology Readiness Index (TRI) 2.0 to measure the public readiness in embracing AR as the delivery medium for their tourism experience. Analysis revealed that the public is ready for the technology, but also anxious on how the technology can impact their lives.