Virtual Reality in Halal Tourism: The Role of System Quality and Content Quality

Abstract

This paper aims to examine the roles of Virtual Reality (VR) system quality and VR content quality in affecting satisfaction and loyalty toward VR among Muslim tourists. The data were gathered from 282 Muslim tourists from various countries who visit tourist destinations in non-organization of Islamic Countries (OIC) countries via VR. The data were collected using Qualtrics Software and the M-Turk Survey application by generating self-administered questionnaires. Partial Least Square Modeling software was used to test the hypotheses. The results indicate that only the quality of VR content gives a direct impact on tourist loyalty. However, tourist satisfaction is influenced by the quality of both VR system and content. This study highlights the key role of VR system quality to enable delivering high content quality, providing satisfaction, and generating loyalty among Muslim tourists. It also deepens our knowledge of the role of the Muslim tourist experience in VR tourism and provides practitioners with insights to develop strategies in order to build and maintain Muslim tourist loyalty through VR.