Understanding senior citizens’ intentions to use virtual reality for religious tourism in India: a behavioural reasoning theory perspective

Abstract

ABSTRACT The study uses a multi-theoretical approach and the three behavioural theories of Behavioural Reasoning Theory (BRT), Self-Determination Theory (SDT), and Innovation Resistance Theory (IRT) to analyze the motivation of senior citizens to use Virtual Reality (VR) technology for religious tourism. The survey was completed by 300 senior citizens, and PLS-SEM was used to evaluate the results. The study examined the moderating influence of place familiarity on senior citizens intentions to use VR technology. The findings show that the attitude and intention to adopt VR technology are influenced by perceived ease of use, perceived enjoyment, perceived usefulness, and immersion. Also, tradition and image barriers play an influencing role in forming a negative attitude toward adopting VR technology for religious tourism.