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EMAC 2024 Annual


Understanding the Value-based Adoption of Virtual Reality in Tourism: Exploring the Role of Content Availability, Anticipated Regret and Task-Technology Fit
(A2024-118028)

Published: May 28, 2024

AUTHORS

Pankaj Vishwakarma, Indian Institute of Management Visakhapatnam India; Srabanti Mukherjee, Vinod Gupta School of Management Indian Institute of Technology Kharagpur; Biplab Datta, Vinod Gupta School of Management Indian Institute of Technology Kharagpur; Haywantee Ramkissoon, University of South Australia

ABSTRACT

The current study examines the adoption of VR from the standpoint of consumer values, considering their assessment of the benefits and sacrifices. Further, the study included anticipated regret and content availability and examined how these affect the individuals' intention to adopt VR. A total of 406 valid responses were analysed using structural equation modelling. The findings indicate that perceived benefits have a stronger impact on perceived value than perceived sacrifices. Nonetheless, it was shown that the perceived telepresence had a major and positive impact on the perceived value of adopting VR. The results stated the importance of health risks having a negative influence on the perceived value of VR adoption. Additionally, anticipated regret and content availability are the two important drivers for VR adoption. The outcomes will help destination management agencies and various marketing companies to attract tourists using VR.