Author(s): Özlem ÖZBEK, Çağatay ÜNÜSAN

The aim of this research to examine the attitudes of travel agency employees’ towards the use of augmented reality technology in destination marketing services. The attitudes of agency personnel were measured with “Technology Acceptance Model”. In accordance with the aim and hypotheses of the study, correlational design as one of the descriptive methods was adopted and the relationship between related variables was investigated by primary data. To validate the explanatory power of the items in the scale and scale data on measuring the variables, confirmatory factor analysis (CFA) was used. For items found low by CFA, exploratory factor analysis (EFA) was applied. Path analysis was adopted to analyze the tendency towards the use of augmented reality. In conclusion, adaptive values of the measured model were found to have been significant in general, albeit not all projected correlations were significant. The uncorrelated variable was removed, the model was reanalyzed and these findings were interpreted. For further research with augmented reality, different variables were recommended.


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