Using Virtual Reality in Tourism Destination Decision: A Young Saudi Tourists’ Perspective with Habit is a Mediator

Abstract

ABSTRACT This study investigates the impact of Virtual Reality (VR) on Tourist Destination Decision (TDD), surveying 425 participants in Saudi Arabia. We explored the influence of self-efficacy, hedonic motivation, and social influence within the VR context in tourism. Our findings reveal the significant, yet non-dominant role of hedonic motivations and the unexpected prominence of habitual behaviors in TDD. Notably, the study challenges traditional assumptions by highlighting VR’s transformative impact on tourist decisions, diverging from previous research that underplayed technology’s role. This research contributes new insights into the interplay of technology and human behavior in tourism, offering valuable implications for industry practices. It emphasizes the importance of integrating VR into tourism strategies in today’s digital age, signaling a shift in the landscape of tourist decision-making processes. This study investigates the influence of Virtual Reality (VR) on Tourist Destination Decision (TDD) against the backdrop of the digital age, surveying 425 participants from major cities in Saudi Arabia. It uniquely contributes to the existing literature by examining the interplay of factors like self-efficacy, hedonic motivation, social influence, and habitual behaviors within the context of VR and tourism. Contrary to traditional assumptions, our findings reveal that while hedonic motivations are significant, they do not dominate VR-influenced TDD. Instead, habitual behaviors and social influence emerge as more influential. These challenges prevailing perspectives in tourism research and underscore the importance of VR in reshaping tourist decision-making processes. The study’s novelty lies in integrating contemporary technological trends with established tourism theories, thereby offering fresh insights into how technology, particularly VR, interacts with human behaviors in tourism. It also highlights the need for industry adaptation to these technological advancements. In essence, this research provides a foundational understanding of the evolving tourism landscape, marked by the synergy of VR technology and human predispositions, and sets the stage for further exploration into how these factors interplay with various demographic, cultural, and economic contexts.