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AbstractThis study investigates event planners’ intentions to adopt augmented reality presentations (ARP) using the UTAUT model. Furthermore, this study aims to shift the focus from attendees’ to planners’ perspectives on technology adoption, extending the UTAUT model by introducing attendees’ engagement expectancy as a potential factor and understanding the roles of personal cognitive and affective responses. Data was collected from a sample of event planners in the U.S. A total of 156 valid responses were analyzed using PLS-SEM. Findings showed that event planners’ expectations of attendees’ engagement, performance expectancy, social influence, and facilitating conditions positively influenced their behavioral intentions to use ARP. Furthermore, this study revealed the potential antecedent role of perceived innovativeness and technology anxiety in the UTAUT model. Consequently, this research offers theoretical and practical implications for adopting various advanced ICTs across the hospitality and tourism industry beyond the events field. [ABSTRACT FROM AUTHOR]