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Virtual Reality in Tourism: Centennials Acceptance

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Widespread access to and heavy investment in the development of virtual reality underline the importance of understanding its acceptance by consumers and its possible implications in the promotion of tourist destinations. This study was carried out to evaluate the acceptance of virtual reality applied to tourism, and its capacity to change attitudes towards the viewed destination among 889 centennial virtual reality users. The results serve to highlight the validity of the proposed model, where personal innovation, the attitude towards virtual reality, and performance expectations are the main antecedents of intention to use. Furthermore, the influence of performance expectations as the main antecedent of the change in attitude towards the tourism destination is evident. The practical implications and future lines of research are discussed in detail.

Keywords: CENTENNIALS; TECHNOLOGY ACCEPTANCE; TOURISM DESTINATIONS; VIRTUAL REALITY

Document Type: Research Article

Publication date: July 8, 2020

This article was made available online on January 16, 2020 as a Fast Track article with title: "VIRTUAL REALITY IN TOURISM: CENTENNIALS ACCEPTANCE".

More about this publication?
  • Established in 1996, Tourism Analysis is an interdisciplinary journal that provides a platform for exchanging ideas and research in tourism and related fields. The journal aims to publish articles that explore a broad range of research subjects, including, but not limited to, the social, economic, cultural, environmental, and psychological aspects of tourism, consumer behavior in tourism, sustainable and responsible tourism, and effective operations, marketing, and management.

    Tourism Analysis focuses on both theoretical and applied research and strives to promote innovative approaches to understanding the complex and dynamic nature of tourism, its stakeholders, businesses, and its effects on society. The journal welcomes articles on innovative research topics and methodologies beyond the traditional theory-testing sciences, such as robotics, computational sciences, and data analytics.

    Our primary goal is to contribute to the development and advancement of new knowledge in tourism while fostering critical reflections and debates on the radical changes and evolution in tourism among scholars, practitioners, policymakers, and other stakeholders.
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