Chapter 9: Examining Current Trends in Digital Media and Technology with the Tourism and Hospitality Sector: A Research Perspective

The tourism and hospitality industry are quickly adopting virtual reality (VR) and augmented reality (AR) technology to improve client experiences. These technologies provide captivating and interactive experiences, enabling clients to make well-informed choices about their lodgings and discover places in a more captivating manner. Nevertheless, there is a scarcity of study on user happiness and the inclination to suggest these technologies. The objective of this research is to address this deficiency by using a quality model to evaluate user happiness and the inclination to endorse marker-based AR apps in the tourist sector.