Virtual reality for destination marketing: the use of curiosity and perceived risk to travel as predictors of VR acceptance.

Abstract

Virtual reality (VR) is an emergent technology that has the potential to revolutionize the tourism industry. It allows consumers to experience a destination virtually and provides opportunities for tourism marketers to communicate with consumers and increase visitors. A large number of studies have explored the characteristics and features of VR technology in the tourism field, but none have investigated the impact of traveler’s motivations and constraints on the acceptance of VR technology in the destination marketing context. Based on an exploratory literature review and a quantitative study involving 115 participants, this study highlights the impact of curiosity and perceived risk to travel on technological acceptance of VR. The findings suggest that tourists are ready to use VR technology to explore a destination virtually before visiting it. Moreover, curiosity is a strong motivation for using VR tourism, unlike perceived risk. This study provides empirical evidence on the importance of using VR technology in the tourism context, as a promotional and selling tool. Theoretical and managerial implications, as well as suggestions for further study, are given as a result.