Unveiling the virtual reality paradox: Why developing economies struggle to embrace?
(R2024-122630)

AUTHORS

Tanmoy Bag, Indian Institute of Technology, Kharagpur; Vikas Choudhary, Indian Institute of Technology Kharagpur; Srabanti Mukherjee, Vinod Gupta School of Management Indian Institute of Technology Kharagpur

ABSTRACT

The integration of virtual reality(VR) into tourism has revolutionized tourism industry,transforming way tourists interact with destinations. This study aims to examine factors inhibiting adoption of VR in developing economies through the lens of value-based adoption model and expectation confirmation-disconfirmation theory. The study collected 292 responses selected randomly and examined through SEM using AMOS-29.The findings confirm that perceived value and satisfaction emerge as key predictor in adoption of VR. This study provides recommendations to department of tourism and tourism practitioners on enhancing perceived benefits and satisfaction, and reducing perceived sacrifices to attract tourists to visit destinations through power of VR.