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.

中文翻译：

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顾客虚拟现实旅游使用意愿：影响因素综合分析

目的

虚拟现实 (VR) 的出现有可能彻底改变包括旅游业在内的各个行业，因为它提供了紧密模拟现实生活体验的模拟环境。因此，本研究旨在探讨享受感、情感投入、心流状态、感知隐私风险、身体风险和成本等因素如何影响顾客使用VR旅游的意愿。

设计/方法论/途径

本研究将技术接受模型、享乐消费理论与其他因素结合起来，包括认知反应、真实性、感知隐私风险、感知身体风险、感知成本和感知存在。使用偏最小二乘结构方程建模方法来测试所提出的研究模型。

发现

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图的最大因素，其次是感知成本、态度、认知反应和享受。此外，该研究还支持个人创新性对使用 VR 旅游的态度和行为意图之间的调节影响。

实际影响

该研究的结果为服务提供商、网站管理者、目的地营销人员、旅游组织和政策制定者制定更有效的策略来为旅游业提供 VR 服务提供了实际意义。

原创性/价值

这项研究通过实证证据丰富了当前对旅游背景下 VR 采用的理解。