Mobile augmented reality as e-promotion to attract tourists’ awareness and intention to visit halal destinations

This study aims to examine the relationship between mobile augmented reality, promotion-mix elements, destination awareness, and intention to visit halal destinations. By using explanatory research, questionnaires were distributed online (Google form) and offline to tourists visiting Karimunjawa, Indonesia. A total of 110 tourists participated in this study. Data were analyzed using the Partial Least Square-structural equation model. This study found that mobile augmented reality had no positive and significant effect on destination awareness and intention to visit halal destinations. Thus, Augmented reality has not been able to become an important factor in destination awareness and intention to visit halal destinations. Conversely, destination awareness has a positive and significant effect on the intention to visit halal destinations. Then, promotion-mix elements (PME) also have a positive and significant influence on destination awareness and intention to visit halal destinations. This study also found that destination awareness can mediate the relationship between promotion-mix elements and intention to visit halal destinations. Theoretical and empirical implications are also highlighted in this study.