Exploring the influence of expectancy, valence, and instrumentality on VR tourism intention: A framework based on TAM and expectancy theory

IF 4.6 Q2 MATERIALS SCIENCE, BIOMATERIALS ACS Applied Bio Materials Pub Date : 2024-10-01 DOI:10.1016/j.actpsy.2024.104541

Tong Zhang, Shaowei Xiong

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Abstract

Background

Virtual Reality (VR) has demonstrated tremendous potential to transform the tourism industry, offering tourists immersive experiences in remote destinations with reduced costs. Drawing on the technology acceptance model (TAM) and expectancy theory, we investigated the intricate interplay between expectancy, valence, and instrumentality and tourists' VR tourism intention through perceived ease of use and perceived usefulness.

Methods

Our structural equation modeling results based on the survey of 282 VR tourists in China revealed that expectancy, valence, and instrumentality significantly impact perceived ease of use, which in turn affects VR tourism intention.

Results

Perceived ease of use and perceived usefulness each mediate the relationship between expectancy, valence, instrumentality, and VR tourism intention.

Conclusion

These results contribute to the VR tourism literature and offer practical insights for destination operators and marketers aiming to enhance VR tourism experiences and promote technology adoption in the tourism industry.

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探索期望、价值和工具性对 VR 旅游意向的影响：基于 TAM 和期望理论的框架。

背景：虚拟现实（VR）已显示出改变旅游业的巨大潜力，可为游客提供身临其境的偏远目的地体验，同时降低成本。我们借鉴技术接受模型（TAM）和期望理论，通过感知易用性和感知有用性，研究了期望、价值和工具性与游客 VR 旅游意向之间错综复杂的相互作用：我们基于对中国 282 名 VR 旅游者的调查进行了结构方程建模，结果显示，期望值、价值感和工具性显著影响了感知易用性，而感知易用性又影响了 VR 旅游意向：结果：感知易用性和感知有用性分别对期望值、价值感、工具性和 VR 旅游意向之间的关系起中介作用：这些结果为 VR 旅游文献做出了贡献，并为旨在增强 VR 旅游体验和促进旅游业采用技术的目的地运营商和营销人员提供了实用的见解。

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