| Summary: | Computer technology constantly evolves, with new digital gadgets, tools, and apps being created regularly. Augmented reality, virtual reality, and artificial intelligence are emerging technologies with huge potential to change how people interact. They have transformed many people by providing engaging information. The primary objective of this study is to explore undergraduate students' acceptance towards technology-enhanced learning with augmented reality technology in one of Malaysia's most prominent public universities. The study uses the AIDA Model for Awareness, Interest, Desire, and Action by conducting five semi-structured focus group interviews with 38 undergraduate students majoring in tourism management. The study found that most participants need more awareness of the latest technology in education; however, they showed an interest in and desire to embrace technology-enhanced learning with augmented reality technology in learning sustainable tourism education. The data was analyzed using the qualitative software NVIVO while applying thematic analysis. This technology-enhance learning with an augmented reality approach can be a viable teaching tool to enhance learning by bringing the outside world into a classroom. © 2024 Copyright held by the owner/author(s).
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