Virtual Reality at a Prehistoric Museum: Exploring the Influence of System Quality and Personality on User Intentions

Virtual Reality (VR) promises many benefits for the tourism industry. However, a review of tourism-related VR research shows that the roles of system quality and user personality remain largely unexplored. This study examines the causal relation underlying VR quality (information quality, interactivity, and visual attractiveness) and the user's personality (openness to experience, conscientiousness, and social influence) in conjunction with usability, attitude, and behavioural intention. We collected user data from a VR tourism experience of the Sangiran museum at Surakarta, Indonesia using a Head Mounted Device VR. The Sangiran museum is an archaeological excavation site recognised as a world heritage site by UNESCO. Two hundred eighteen valid responses were analysed using Structural Equation Modelling. The result suggests that only visual attractiveness positively impacts usability from a VR quality perspective, while openness to experience and social influence show significant positive evidence of attitude. These findings are discussed based on the practical and theoretical implications, including future research opportunities into VR tourism.