Understanding Augmented Reality Affordances for Travel Decision‐Making: A Mixed‐Method Study (opens in new tab)

ABSTRACT Consumers engaged in destination travel decision-making must evaluate experiences they cannot directly inspect before purchase, creating a representational gap between abstract promotional information and lived spatial reality. Although augmented reality (AR) is increasingly used in consumer behavior, prior research has emphasized technological features rather than the perceived action possibilities that shape consumer judgment. Drawing on Affordance theory and the elaboration likeli...