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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.
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Keywords: Virtual reality; centennials; technology acceptance; tourism destinations

Affiliations: Department of Business Economics, University of the Balearic Islands, Campus Cra. Valldemossa, Km 7.5, 07122 Palma de Mallorca, Spain

Appeared or available online: January 16, 2020

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