Kelvin F. H. Lim, Siti Nor Bayaah Ahmad, Nor Asiah Mahmod, I. Othman, Suddin Lada
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The research findings indicate that perceived benefits are more influential to perceived value than perceived sacrifices. Results showed that the components of perceived benefits, namely perceived usefulness (β = 0.341, t = 6.552) and perceived enjoyment (β = 0.341, t = 6.552), had a considerable beneficial influence on perceived value. Perceived complexity is the only component of perceived sacrifices that has a substantial negative influence on perceived value (β = -0.142, t = 2.758). In contrast, felt immersion (β = 0.059, t = 0.913), perceived expense (β = -0.020, t = 0.318), and perceived physical risk (β = -0.021, t = 0.350) were discovered to have no discernible impact on perceived value. Although the current study focused on a specific age group of clients, similar studies could be expanded in the future to include other groups with a variety of travel interests. 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引用次数: 1
摘要
虚拟旅游(Virtual Tourism, VT)是一种新的概念,它使潜在的游客能够在不亲自参观的情况下享受旅游景点。尽管如此,VT对马来西亚游客来说仍然是一个新鲜事物。因此,本研究打算通过使用基于价值的采用模型(VAM)来确定游客在虚拟旅游中的采用意图。马来西亚21至39岁的旅行者是本研究的分析单位。从在线自我管理的问卷中获得了总共302个可用的回答,并使用偏最小二乘法- sem与SmartPLS程序一起进行了分析。在回答下一个问题之前,研究人员向受访者播放了一部电影,以衡量他们对虚拟旅游的接受程度。研究发现,感知利益比感知牺牲对感知价值的影响更大。结果表明,感知利益的成分,即感知有用性(β = 0.341, t = 6.552)和感知享受(β = 0.341, t = 6.552)对感知价值有相当大的有益影响。感知复杂性是感知牺牲中唯一对感知价值有实质性负面影响的组成部分(β = -0.142, t = 2.758)。相比之下,沉浸感(β = 0.059, t = 0.913)、感知费用(β = -0.020, t = 0.318)和感知身体风险(β = -0.021, t = 0.350)对感知价值没有明显影响。虽然目前的研究关注的是特定年龄段的客户,但未来类似的研究可能会扩展到其他有各种旅游兴趣的群体。这项研究的结果可能会帮助旅游供应商和营销人员指出一个方向,他们应该集中精力,强调不断增长的感知利益,同时最小化感知牺牲,因为这将逐步但持续地提高利润。
UNDERSTANDING THE TRAVELERS’ INTENTION TOWARDS VIRTUAL TOURISM ADOPTION USING VALUE-BASED ADOPTION MODEL
Virtual Tourism (VT) is defined as a novel concept that enables potential tourists to enjoy tourist sites without visiting them physically. Nonetheless, VT remains a novelty for Malaysian tourists. Therefore, this study intends to ascertain travellers’ adoption intentions in Virtual Tourism via the use of a Value-based Adoption Model (VAM). Travellers in Malaysia aged 21 to 39 were the analytic unit in this study. A total of 302 usable responses were obtained from an online self-administered questionnaire and analysed using Partial Least Squares-SEM in conjunction with the SmartPLS programme. Prior to proceeding to the next questions, respondents were shown a film to gauge their level of acceptance of virtual tourism. The research findings indicate that perceived benefits are more influential to perceived value than perceived sacrifices. Results showed that the components of perceived benefits, namely perceived usefulness (β = 0.341, t = 6.552) and perceived enjoyment (β = 0.341, t = 6.552), had a considerable beneficial influence on perceived value. Perceived complexity is the only component of perceived sacrifices that has a substantial negative influence on perceived value (β = -0.142, t = 2.758). In contrast, felt immersion (β = 0.059, t = 0.913), perceived expense (β = -0.020, t = 0.318), and perceived physical risk (β = -0.021, t = 0.350) were discovered to have no discernible impact on perceived value. Although the current study focused on a specific age group of clients, similar studies could be expanded in the future to include other groups with a variety of travel interests. The study’s results may aid tourism providers and marketers by indicating a direction in which they should concentrate their efforts and emphasise growing perceived benefits while minimising perceived sacrifices, because this would progressively but consistently boost profits.