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Keywords: Cultural involvement
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Journal Articles
International Journal of Tourism Cities (2024) 10 (1): 105–128.
Published: 27 April 2023
... as antecedents of behavioural intentions (BIs) towards adopting AR- and VR-based tourism products. Moreover, cultural involvement and marketing stimuli emerged as moderating factors driving the BI towards RTB. Practical implications This paper outlines key elements that contribute to the adoption of AR...
