Beyond TAM: The experiential power of augmented reality in shaping guest loyalty in luxury hotels

Tamer M. Elsawy, Poussy Elgamel, Mohamed Salah Ghanem, Hany Soliman, Ehab Basiouny, Faculty of Tourism and Hotel Management, Pharos University in Alexandria, Tourism Studies Department, Higher Institute for Tourism, Hotels and Computer, Hospitality Management Department, Higher Institute for Tourism, Hotels and Computer

Tourism and Hospitality Research

Published online on January 16, 2026

Abstract

Tourism and Hospitality Research, Ahead of Print.
As augmented reality (AR) transforms service encounters in luxury hospitality, traditional models like the Technology Acceptance Model (TAM) are limited in explaining how immersive technologies influence guest loyalty. This study introduces and tests an ...