Exploring The Impacts of Virtual Reality Technology in Sustainable Tourism During The COVID-19

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F23%3A63565058" target="_blank" >RIV/70883521:28120/23:63565058 - isvavai.cz</a>

Výsledek na webu

<a href="http://www.transformations.knf.vu.lt/58/article/expl" target="_blank" >http://www.transformations.knf.vu.lt/58/article/expl</a>

DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Exploring The Impacts of Virtual Reality Technology in Sustainable Tourism During The COVID-19

Popis výsledku v původním jazyce

This study aimed to assess the use of virtual reality (VR) as a tool for destination marketing of sustainable tourism during the COVID-19 pandemic. A questionnaire was administered to a sample of 249 students, who were shown a video about lowimpact tourism in Vietnam using one of the two media types, namely VR and on-screen 2D. A structural model was proposed based on the Technology Acceptance Model (TAM) and the Protection Motivation Theory (PMT) and was estimated using the Structural Equation Modelling (SEM) approach. The results provide evidence for VR to have a positive effect on travel intention through both higher perceived enjoyment and higher environmental involvement. However, these effects were observed to be not as significant when considering travel intention during the pandemic. While stronger telepresence achieved by VR may encourage users to engage in more sustainable behaviour and improve enjoyment from the experience, the avoidance to travel stemming from health and safety concerns amidst the pandemic greatly offset the effectiveness of VR as a marketing tool. The results highlight the importance of considering individual-level preferences in tourism.

Název v anglickém jazyce

Exploring The Impacts of Virtual Reality Technology in Sustainable Tourism During The COVID-19

Popis výsledku anglicky

This study aimed to assess the use of virtual reality (VR) as a tool for destination marketing of sustainable tourism during the COVID-19 pandemic. A questionnaire was administered to a sample of 249 students, who were shown a video about lowimpact tourism in Vietnam using one of the two media types, namely VR and on-screen 2D. A structural model was proposed based on the Technology Acceptance Model (TAM) and the Protection Motivation Theory (PMT) and was estimated using the Structural Equation Modelling (SEM) approach. The results provide evidence for VR to have a positive effect on travel intention through both higher perceived enjoyment and higher environmental involvement. However, these effects were observed to be not as significant when considering travel intention during the pandemic. While stronger telepresence achieved by VR may encourage users to engage in more sustainable behaviour and improve enjoyment from the experience, the avoidance to travel stemming from health and safety concerns amidst the pandemic greatly offset the effectiveness of VR as a marketing tool. The results highlight the importance of considering individual-level preferences in tourism.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

<a href="/cs/project/EF19_073%2F0016941" target="_blank" >EF19_073/0016941: Juniorské granty UTB ve Zlíně</a><br>

Návaznosti

P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)<br>I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2023

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Transformations in Business &amp; Economics

ISSN

1648-4460

e-ISSN

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Svazek periodika

22

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

LT - Litevská republika

Počet stran výsledku

22

Strana od-do

65-86

Kód UT WoS článku

001073534400004

EID výsledku v databázi Scopus

2-s2.0-85153773132