Evaluating Privacy Trust Assurance in the Context of Utilizing Wearable Augmented Reality Business Applications Among Professionals in the Hospitality Industry

This research identified a research gap when measuring hospitality employees’ personal privacy and organizational trust when using wearable Augmented Reality (AR) with business applications. The study introduces “privacy trust assurance” to evaluate hospitality professionals’ motivations and their adoption of wearable AR applications in the hospitality industry. This study includes a field survey featuring a wearable AR device for business applications to improve operational efficiency and empower professionals by offering immersive training, communication, and collaboration applications that enhance productivity and organizational improvement while addressing the concerns of staffing, labor management, and training in the hospitality industry. The results show that AR privacy trust assurance when using wearable AR technology among hospitality businesses significantly influences professionals’ intentions to adopt it in the workplace. The engagement motivational constructs of flow experience and emotional involvement, directly and indirectly, impact AR privacy, trust assurance, and behavioral intentions. AR privacy trust assurance is crucial in triggering positive emotions that indirectly influence behavioral intentions to adopt wearable AR business applications. As GenAI applications are being integrated into wearable AR and the Metaverse, there is a vital need for continued investigation into AR privacy trust assurance in the hospitality and tourism industries and academia.