Role of Virtual Reality Technology in Sustainable Travel Behaviour and Engagement Among Millennials-Reference-Cited by-同舟云学术

Role of Virtual Reality Technology in Sustainable Travel Behaviour and Engagement Among Millennials

Published:2024-06-03 Issue: Volume: Page:1-19
ISSN:2475-6547
Container-title:Advances in Hospitality, Tourism, and the Services Industry
language:
Short-container-title:

Author:

Konar Rupam¹^ORCID,Bhutia Lazey Doma²^ORCID,Fuchs Kevin³^ORCID,Balasubramanian Kandappan¹^ORCID

Affiliation:

1. Taylor's University, Malaysia

2. Asia Pacific University of Technology and Innovation, Malaysia

3. Prince of Songkla University, Thailand

Abstract

This study aimed to analyze the effectiveness of virtual reality technologies among millennial travel behavioral intention and engagement towards tourism destinations providing an insight into technological and sustainable capacity and capability building for Malaysian destination marketers. The research framework integrates the technology acceptance model (TAM) and the stimulus–organism–response (SOR) to conduct an empirical analysis of 263 valid participants using a partial-least-squares-based structural equation modeling approach, identifying several positive consequences. Expanding the millennial's travel panorama through virtual reality technologies at tourism destinations can significantly help the marketers position themselves uniquely and attract more potential customers in the future.

Publisher

IGI Global

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