Current Issue

EXTENDING THE TECHNOLOGY ACCEPTANCE MODEL TO TOURISM VIRTUAL REALITY EXPERIENCES

Cheng-Yi Kuo

Department of Leisure and Recreation Management 

Chihlee University of Technology

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Chien-Hung Lee

The Association of Human Resource & Information Development for Tourism

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Ya-Ping Chang*

Department and Graduate School of Tourism Management

Chinese Culture University 

*Corresponding Author: This email address is being protected from spambots. You need JavaScript enabled to view it.

Abstract

Virtual reality (VR) is essential in advancing smart tourism. This study explores how perceived ease of use, perceived usefulness, and perceived enjoyment influence the intention to use VR, incorporating self-efficacy within an extended Technology Acceptance Model. Data were collected from 466 respondents in China with VR tourism experience. Structural equation modeling was applied to test the measurement and structural models. Findings indicate that perceived usefulness, ease of use, and enjoyment partially mediate the relationship between self-efficacy and VR usage intention. Notably, perceived enjoyment had the strongest impact on VR usage intention, followed by ease of use, self-efficacy, and usefulness. The study concludes with theoretical and practical insights for both researchers and industry practitioners.

Keyword: perceived ease of use, perceived usefulness, perceived enjoyment, self-efficacy