Latest mobile technologies have revolutionized the way people experience their environment. Recent research explored the opportunities of using augmented reality (AR) in order to enhance user experience; however, there is only limited research on users’ acceptance of AR in the tourism context. The technology acceptance model is the predominant theory for researching technology acceptance. Previous researchers used the approach of proposing external dimensions based on the secondary literature; however, they missed the opportunity to integrate context-specific dimensions. This paper therefore aims to propose an AR acceptance model in the context of urban heritage tourism. Five focus groups, with young British female tourists visiting Dublin and experiencing a mobile AR application, were conducted. The data were analysed using thematic analysis and revealed seven dimensions that should be incorporated into AR acceptance research, including information quality, system quality, costs of use, recommendations, personal innovativeness and risk as well as facilitating conditions.

The increasing use of wearable devices for tourism purposes sets the stage for a critical discussion on technological mediation in tourism experiences. This article provides a theoretical reflection on the phenomenon of embodiment relation in technological mediation and then assesses the embodiment of wearable augmented reality technology in a tourism attraction. The findings suggest that technology embodiment is a multidimensional construct consisting of ownership, location, and agency. These support the concept of technology withdrawal, where technology disappears as it becomes part of human actions, and contest the interplay of subjectivity and intentionality between humans and technology in situated experiences such as tourism. It was also found that technology embodiment affects enjoyment and enhances experience with tourism attractions.