Abstract

Sablayan is a coastal municipality located in the province of Occidental Mindoro, Philippines. This municipality is made up of 22 barangays. Sablayan offers a variety of activities and attractions for locals and tourists alike, from its beautiful beaches, lush rainforests, and captivating mountain views. The study was conducted to determine how the technology of augmented reality affect travel intentions (accessibility, features, and convenience) among tourists in Occidental Mindoro. The researchers used a stratified random sampling and was conducted among 386 tourists and residents in Sablayan, Oriental Mindoro. The findings indicate that augmented reality affects travel intention among tourist in Occidental Mindoro. Additionally, accessibility, features, convenience positively affects travel intentions among respondents. Features possess a strong positive relationship towards travel intention. Differences were found among sex towards features and convenience, residency towards accessibility. The study recommends that local government of occidental Mindoro should prioritize and take into consideration innovations on its tourism such as maximization and utilization of technological features such as augmented reality to provide increase in tourist interest and idea about the occidental Mindoro as a travel destination.

Keywords: Augmented reality, Convenience, Features, Accessibility, Travel intention