Purpose

Immersive technologies fully immerse users in augmented environments for interactive experiences. The purpose of this study is to measure consumers’ intention towards experiencing immersive technologies at tourism destinations using an integrated theory of planned behaviour (TPB) and technology acceptance model (TAM) model within the stimulus-organism-response (S-O-R) framework, including motivation (MOT), trust (TR) and perceived risk (PR).

Design/methodology/approach

The survey data was collected through convenience sampling via an online questionnaire, with a sample size of 487 Indians. Structural equation modelling was conducted using SPSS and AMOS software for data analysis, ensuring a robust examination of the proposed model and its relationships.

Findings

Virtual interactivity and social interaction influence both attitude and perceived behavioural control. Attitude, perceived behavioural control, perceived usefulness and TR significantly influence intention. However, MOT, PR and perceived ease of use do not exhibit a significant influence on intention. These findings highlight the importance of these variables in shaping consumers’ intention towards experiencing immersive technologies at tourism destinations.

Research limitations/implications

The findings hold significant implications for various stakeholders, including government agencies, travel firms, content creators and software developers. They can leverage these insights to enhance marketing strategies, develop immersive tourism experiences, innovate in the realm of Web 4.0 and personalize tourism offerings.

Originality/value

This study offers a distinctive contribution by integrating the S-O-R framework with TPB and TAM, while also incorporating key factors such as MOT, TR and PR. This novel approach provides a fresh perspective on consumer behaviour towards immersive technologies.

中文翻译：

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睁大眼睛去旅行！一项研究，通过使用 SOR 镜头捕获的 TPB、TAM 综合模型来衡量消费者在旅游目的地体验沉浸式技术的意愿

 目的

沉浸式技术使用户完全沉浸在增强环境中以获得交互式体验。本研究的目的是使用刺激-有机体-响应（SOR）框架内的计划行为综合理论（TPB）和技术接受模型（TAM）模型来衡量消费者在旅游目的地体验沉浸式技术的意图，包括动机(MOT)、信任 (TR) 和感知风险 (PR)。

设计/方法论/途径

调查数据是通过在线调查问卷方便抽样收集的，样本量为487名印度人。使用 SPSS 和 AMOS 软件进行结构方程建模进行数据分析，确保对所提出的模型及其关系进行稳健的检查。

 发现

虚拟交互和社交交互影响态度和感知行为控制。态度、感知行为控制、感知有用性和TR显着影响意图。然而，MOT、PR 和感知易用性并未对意图产生显着影响。这些发现凸显了这些变量在塑造消费者在旅游目的地体验沉浸式技术的意图方面的重要性。

研究局限性/影响

研究结果对包括政府机构、旅游公司、内容创作者和软件开发商在内的各个利益相关者具有重大影响。他们可以利用这些见解来增强营销策略、开发沉浸式旅游体验、在 Web 4.0 领域进行创新以及个性化旅游产品。

 原创性/价值

这项研究通过将 SOR 框架与 TPB 和 TAM 相结合，同时还结合了 MOT、TR 和 PR 等关键因素，做出了独特的贡献。这种新颖的方法为消费者对沉浸式技术的行为提供了全新的视角。