Abstract
BackgroundVirtual Reality (VR) has demonstrated tremendous potential to transform the tourism industry, offering tourists immersive experiences in remote destinations with reduced costs. Drawing on the technology acceptance model (TAM) and expectancy theory, we investigated the intricate interplay between expectancy, valence, and instrumentality and tourists' VR tourism intention through perceived ease of use and perceived usefulness. MethodsOur structural equation modeling results based on the survey of 282 VR tourists in China revealed that expectancy, valence, and instrumentality significantly impact perceived ease of use, which in turn affects VR tourism intention. ResultsPerceived ease of use and perceived usefulness each mediate the relationship between expectancy, valence, instrumentality, and VR tourism intention. ConclusionThese results contribute to the VR tourism literature and offer practical insights for destination operators and marketers aiming to enhance VR tourism experiences and promote technology adoption in the tourism industry.
Published Version
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