Antecedents of Adoption of Virtual Reality in Experiencing Destination: A Study on the Indian Consumers

ABSTRACT

This study has examined the antecedents of adoption of Virtual Reality (VR) among the Indian tourists using the Technology Acceptance Model (TAM). Perceived enjoyment and perceived immersion have been added to the TAM model as two additional antecedents, and their interrelationships and impacts on tourist's intention to adopt VR were examined. Structural equation modelling was used to analyze the responses obtained from 259 respondents. This study has contributed to the literature by establishing interrelationships among the proposed constructs. Further, this study has advanced the TAM in the context of the adoption of VR by Indian tourists while selecting a tourist place.

KEYWORDS:

• Virtual reality
• perceived enjoyment
• perceived immersion
• technology acceptance model

Disclosure statement

No potential conflict of interest was reported by the authors.

Notes on contributors

Pankaj Vishwakarma is a Doctoral Research Scholar in Vinod Gupta School of Management, Indian Institute of Technology Kharagpur, India. Pankaj has an interest in pursuing research on use of VR technology in tourism.

Srabanti Mukherjee is an Assistant Professor in Marketing in Vinod Gupta School of Management, Indian Institute of Technology Kharagpur. Her research interests are in the areas of bottom of the pyramid market, consumer behaviour and services marketing. Srabanti’s research has been published in Journal of Hospitality Marketing and Management, Marketing Intelligence & Planning, Journal of Marketing Communications, Journal of Consumer Marketing, Total Quality Management and Business Excellence, International Journal of Pharmaceutical and Healthcare Marketing, Quality in Higher education, Journal of Indian Business Research and Foreign Trade Review among others. Besides, she has registered couple of business cases in Ivey Publishing which are co-distributed by Harvard Business School Publishing.

Biplab Datta is an Associate Professor in Marketing and leadership in Vinod Gupta School of Management, Indian Institute of Technology Kharagpur. His research has been published in Journal of Hospitality Marketing & Management, Marketing Intelligence & Planning, Journal of Marketing Communications, Journal of Consumer Marketing, Total Quality Management & Business Excellence, International Journal of Business Excellence, Journal of Internet Commerce, Journal of Indian Business Research, Foreign Trade Review and Journal of Relationship Marketing.

ORCID

Srabanti Mukherjee http://orcid.org/0000-0002-3546-2251

Biplab Datta http://orcid.org/0000-0002-9498-8640