Technology Adoption Intention of Virtual Reality in Tourism: Tourist and Tourism Agencies Perspective

ABSTRACT

This research aims to identify the relationship between perceived risks and the adoption of virtual reality technology in the tourism sector for two study groups: tourists and tourism agencies. In this way, we investigate the main differences between clients and tourism agencies in adopting this type of technology in two countries (Spain and Colombia). The financial, social, time, psychological, and performance risks that influence the consumption and the sale of this type of service have been included among the perceived risks. To achieve this objective, a multi-group model is used that considers the theoretical model of the present investigation. A total of 83 tourism agencies and 150 consumers of tourist services between Spain and Colombia were consulted. For the collection of information, an external consulting firm was hired and used a questionnaire to collect data. The methodological contribution is related to the study of variables typical of consumer preferences and variables that affect the decision-making of technological adoption of tourist agencies. The results show that tourists perceive new technologies with a high social risk, while tourism agencies are more concerned with psychological, financial, time, and performance risks.

KEYWORDS:

• Virtual reality
• technology adoption
• tourism
• TAM theory

Acknowledgments

We are glad of what we achieved, thanks everyone who inspired us by giving advice and providing the equipment which was needed. It would be harder if anyone gather their knowledge and abilities.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Academic contributions

From a theoretical standpoint, the purpose of this work was to approach TAM theory, which allows us to assess the factors of the risk of technology adoption with two types of users: Tourists and Tourism agencies. This comparison is relevant because most of the papers in the tourism field were developed in one of the views (tourist or Agency), generating partial analyzes of this field study.

Future research lines

Our research has made significant advances, but we also realize its limitations. First, our data is developed in tourist and tourism agencies in only two countries: Colombia and Spain, and their data were acquired in 2022. To compare these risks, future studies can corroborate these associations using data from other nations, such as Latin American or Asiatic countries. Further prospective studies might perform comparative research with cultural or socioeconomic aspects (Generation, educational level, incomes) to achieve more detail about technological adoption.