The Use of Virtual Reality in Tourism Destinations as a Tool to Develop Tourist Behavior Perspective
Abstract
:1. Introduction
2. Literature Review and Hypothesis Development
2.1. Virtual Reality in Tourism—A New Level of Digital Evolution
- Political factors relating to property rights;
- Economic factors involved in changing business models or their innovations and marketing activities;
- Sociocultural factors examining the behavior and market trends of consumers and tourists.
2.2. Factors of the Unified Theory of Acceptance and Use of Technology and Behavioral Intention Model
2.2.1. Behavioral Intention
2.2.2. Social Influence
2.2.3. Effort Expectation
2.2.4. Performance Expectation
2.2.5. Facilitating Conditions
3. Research Methodology
4. Empirical Results
5. Discussion
6. Conclusions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Constructs | Item—Anchoring Statement |
---|---|
Social Influence [37,51,57,58,59,61,71,72] | Social norm (SI1)—I like to travel with a friend or a group of friends |
Image (SI2)—I choose a destination after an analysis of social media information | |
Engagement (SI3)—I am involved in the transmission of content for tourist destinations | |
Effort Expectation [51,62,64] | Perceived ease of use (EE1)—Using the VR in choosing a tourist destination seemed to be relatively easy |
Complexity of interface design (EE2)—Learning to operate the VR to start my travel plans is easy. | |
Ease of use (EE3)—The VR setting the intention to use the system to be away from everyday life | |
Performance Expectation [51,66,67,73,74] | Perceived usefulness (PE1)—The VR technology is very effectiveness in searching for tourism destinations. |
Extrinsic motivation (PE2)—When I use VR there is an outside influence that has given pleasure to my senses. | |
Relative advantage (PE3)—I travel with VR because I want to explore destinations on my own | |
Enjoyment (PE4)—The VR technology was captivating and amusing. | |
Facilitating Conditions [37,51,68,75] | Resources/facilities to use (FC1)—From a technical point of view VR technology provides good-quality information for the destination |
Knowledge usage (FC2)—The VR technology made me felt a real learning experience. | |
Compatibility (FC3)—I think it can be a substitute for real travel experiences | |
Behavioral Intention [54,76,77,78] | Purchase intention of a tourist package (BI1)—I would purchase a tourist package after using VR |
(Re)visit intention of tourist destination (BI2)—I intend to (re)visit a tourist destination using VR in the near future. | |
Usage interests (BI3)—I usage interests VR technology as often as possible |
Constructs | Constructs Items | Mean | Standard Deviation | Factor Loading | Cronbach’s α | AVE |
---|---|---|---|---|---|---|
Behavioral Intention (BI) | BI1 | 4.09 | 1.09 | 0.78 | 0.889 | 0.75 |
BI2 | 4.08 | 1.15 | 0.79 | |||
BI3 | 4.18 | 1.11 | 0.77 | |||
Social Influence (SI) | SI1 | 4.21 | 0.96 | 0.83 | 0.872 | 0.77 |
SI2 | 4.19 | 1.19 | 0.74 | |||
SI3 | 4.07 | 1.14 | 0.76 | |||
Effort Expectation (EE) | EE1 | 4.08 | 0.98 | 0.81 | 0.835 | 0.73 |
EE2 | 4.18 | 1.01 | 0.75 | |||
EE3 | 4.11 | 0.89 | 0.72 | |||
Performance Expectation (PE) | PE1 | 3.98 | 1.19 | 0.84 | 0.847 | 0.75 |
PE2 | 4.02 | 1.18 | 0.78 | |||
PE3 | 4.23 | 0.96 | 0.75 | |||
PE4 | 4.06 | 0.98 | 0.82 | |||
Facilitating Conditions (FC) | FC1 | 4.01 | 1.09 | 0.81 | 0.72 | |
FC2 | 3.96 | 1.13 | 0.76 | 0.879 | ||
FC3 | 4.06 | 0.88 | 0.79 |
BI | SI | FC | PE | FC | |
---|---|---|---|---|---|
BI | 0.75 | ||||
SI | 0.60 | 0.77 | |||
EE | 0.55 | 0.55 | 0.73 | ||
PE | 0.58 | 0.56 | 0.53 | 0.75 | |
FC | 0.55 | 0.53 | 0.51 | 0.53 | 0.72 |
Hypothesis | Path | Path Coefficient | T-Value | Testing Results |
---|---|---|---|---|
H1 | SI→BI | 0.336 | 4.991 *** | Supported |
H2 | EE→BI | 0.211 | 3.766 *** | Supported |
H3 | PE→BI | 0.155 | 2.664 *** | Supported |
H4 | FC→BI | 0.318 | 4.687 *** | Supported |
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Oncioiu, I.; Priescu, I. The Use of Virtual Reality in Tourism Destinations as a Tool to Develop Tourist Behavior Perspective. Sustainability 2022, 14, 4191. https://doi.org/10.3390/su14074191
Oncioiu I, Priescu I. The Use of Virtual Reality in Tourism Destinations as a Tool to Develop Tourist Behavior Perspective. Sustainability. 2022; 14(7):4191. https://doi.org/10.3390/su14074191
Chicago/Turabian StyleOncioiu, Ionica, and Iustin Priescu. 2022. "The Use of Virtual Reality in Tourism Destinations as a Tool to Develop Tourist Behavior Perspective" Sustainability 14, no. 7: 4191. https://doi.org/10.3390/su14074191