Predicting the Adoption of Virtual Reality Tourism in the Post COVID-19 Pandemic Era

Abstract

The purpose of this study was to investigate the adoption of virtual reality (VR) tourism technology in the postCOVID-19 pandemic using the Technology Readiness Index (TRI) and Technology Acceptance Model (TAM). Data were collected from 456 users of VR tourism technology using an online survey. The structural equation model was employed to evaluate the hypotheses. All TRI constructs, except for the “discomfort,” affect two TAM constructs are perceived usefulness and perceived ease of use. Attitude is significantly influenced by perceived usefulness and perceived ease of use. At the same time, it significantly affects intention. In increasing users’ intention to adopt VR tourism technology, this study will encourage VR tourism technology creators to develop high-quality VR tourism technology to provide visitors with helpful and useful. Furthermore, marketing managers, local governments, and other parties concerned about the future of tourism also have to create an effective way to promote VR tours to enhance users’ intentions. Empirically, this study is the first to examine VR tourism adoption using TRI and TAM after the COVID-19 pandemic.

Keywords

• virtual reality tourism
• technology readiness index
• technology acceptance model
• covid-19