Exploring the influence of technical and sensory factors on Malaysians' intention to adopt virtual tours in heritage travel

Abstract

Purpose Adopting the unified theory of the acceptance and use of technology 2 (UTAUT2) and the theory of substitutability, this study examines both the technical and sensory factors influencing Malaysians' intention to adopt virtual tours (IA) and subsequent intention to visit an actual heritage site (IV) in the heritage traveling decision-making process. Design/methodology/approach This study collected a total of 278 valid survey responses via purposive sampling. The data were analyzed using SPSS26 and SmartPLS4 software. Findings The findings support the significant positive effect of IA on IV, which supplements evidence to subdue misapprehensions that virtual tours (VTs) are competitors or substitutes for in-person visitations. Perceived substitutability was found to have an indirect impact on IV through IA, further proving the mediating role of IA in influencing IV. Technical and sensory factors, namely performance expectancy, hedonic motivation, habit and perceived substitutability of IA, were shown to be critical in influencing IA; however, effort expectancy, social influence and facilitating conditions were not. Practical implications This study offers sustainable and practical implications to the tourism industry as well as potential visitors, who can utilize VTs to determine whether targeted tourism destinations are worthy of investing their resources. The findings suggest that the virtual tour experience contributes to tourists' IV by successfully piquing tourists' interest to physically visit heritage sites in the future. The virtual tour could be utilized to generate demand in times of temporary replacement or closure. Destination marketing organizations and destination management companies should consider the technical and sensory aspects of VTs, specifically prioritizing the hedonic motivation factor. Originality/value This study integrates the UTAUT2 and theory of substitutability to shed light on the adoption of technological alternatives in the heritage tourism context. Importantly, this study serves as the pioneer effort in examining the interplay of perceived substitutability in the relationship between IA and IV.