Customers’ intention to use virtual reality in tourism: a comprehensive analysis of influencing factors

IF 7.3 2区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Tourism Review Pub Date : 2024-04-16 DOI:10.1108/tr-07-2023-0488

Neena Sinha, Sanjay Dhingra, Ritu Sehrawat, Varnika Jain, Himanshu Himanshu

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引用次数: 0

Abstract

Purpose

The emergence of virtual reality (VR) has the potential to revolutionize various industries, including tourism, as it delivers a simulated environment that closely emulates real-life experiences. Therefore, this study aims to explore how the factors, i.e. enjoyment, emotional involvement, flow state, perceived privacy risk, physical risk and cost, influence the customers’ intention to use VR for tourism.

Design/methodology/approach

This study integrates the technology acceptance model, hedonic consumption theory with other factors, including cognitive response, authenticity, perceived privacy risk, perceived physical risk, perceived cost and perceived presence. Partial least squares structural equation modelling approach was used to test the proposed research model.

Findings

The finding based on the sample of 252 respondents revealed that authenticity is the most influential factor impacting behavior intention followed by perceived cost, attitude, cognitive response and enjoyment. Also, the study supported the moderating impact of personal innovativeness between attitude and behavioral intention to use VR for tourism.

Practical implications

The findings of the study offers practical implications for service providers, site managers, destination marketers, tourist organizations and policymaker to develop more effective strategies for offering VR services for tourism.

Originality/value

This study enriches the current understanding of VR adoption in context of tourism with empirical evidences.

查看原文本刊更多论文

客户在旅游业中使用虚拟现实技术的意向：影响因素综合分析

目的虚拟现实（VR）的出现有可能给包括旅游业在内的各行各业带来革命性的变化，因为它提供了一种近似于现实生活体验的模拟环境。因此，本研究旨在探讨享受、情感投入、流动状态、感知到的隐私风险、物理风险和成本等因素如何影响顾客使用 VR 进行旅游的意愿。研究结果基于 252 名受访者样本的研究结果显示，真实性是影响行为意向的最大因素，其次是感知成本、态度、认知反应和享受。研究结果对服务提供商、景点管理者、目的地营销人员、旅游组织和政策制定者制定更有效的旅游 VR 服务战略具有实际意义。原创性/价值本研究通过实证证据丰富了当前对旅游 VR 应用的理解。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Tourism Review HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

15.10

自引率

10.30%

发文量

期刊介绍： Tourism Review (TR) holds the distinction of being the longest-established journal focused on tourism issues, pioneering cutting-edge research since 1947. Our mission is to deepen the comprehension of tourism and elevate the impact and significance of tourism research on global society. TR publishes a wide spectrum of contributions including research papers, systematic literature reviews (state of the art), short interventions (perspective papers), and research innovations (cutting edge), fostering continuous advancement in the field.