Determinants of VR technology adoption in tourism context

One of the important technological developments expected to greatly impact the tourism industry today is virtual reality (VR). This study contributes to investigate some determinants of VR technology adoption in tourism industry. The statistical population of the study consists of ۲۶۰ visitors from destinations via VR technology. Online questionnaire and convenience sampling method were applied to gather data research. The research hypotheses were analyzed using smart-PLS۳ software. According to the obtained results, the positive effect of perceived enjoyment and perceived ease of use on perceived usefulness was confirmed. The positive effect of perceived enjoyment, perceived ease of use and perceived usefulness on VR attitude was confirmed. It was also revealed that VR attitude had a positive effect on intention to use VR. The results of the study can help destination marketers and managers to comprehend some major determinants of VR adoption and to utilize this marketing tool to promote their tourism destinations.

Keywords:

VR technology , tourism