A model of acceptance of virtual reality by tourists in the selection of destinations

Abstract

[eng] Virtual Reality (VR) is a device with the potential to change habits, connect people or influence in the decision-making process. These facts generate a tremendous potential in the tourism industry and, specially, can be considered to be applied in the destination management process. However, today it has not been widely implemented in the tourism, nor companies have implemented all the different qualities that VR can bring in this sector. This research analyzes how virtual reality influence in the promotion of some tourism destinations and explains the different uses of this technology applied to the tourism sector and which is the actual level of acceptance of the technology. We extracted a primary data through a survey to estimate the potential of VR in tourism. In the analysis we found out the population’s knowledge about this new technology and determine which is their level of acceptance of VR applied to the tourism sector. This research analyses the strengths and weaknesses of Virtual Reality, and it offers some tips to implement it easily in the tourism industry. In particular, it has been determined the importance of the variable enjoyment in the implementation of the VR as well as the variables Social influence and Ease of use although to a lesser extent. In addition, this paper gives additional suggestions about the capacity of VR to replace the in situ travel in exchange of an augmented reality experience.