Breaking barriers: Unveiling challenges in virtual reality adoption for tourism business managers

Abstract

Purpose – This study investigates the barriers to the adoption of Virtual Reality (VR) in the tourism industry. Although VR has great potential to enhance the tourist experience, the adoption of this technology is still limited in the tourism sector. Building on the fundamental principles of the Technology-Organization-Environment (TOE) theory and its contribution to perceptions of technology adoption, this study aims to fill the knowledge gap regarding the specific barriers to VR adoption by tourism enterprises. Methodology – To achieve this objective, interviews were conducted with managers of tourism companies, and the data was analysed using qualitative methodology through MAXQDA 20 software. Conclusions – The results reveal that the main barriers identified by managers mainly include lack of knowledge about VR, particularly in the tourism sector. The perceived lack of usefulness, limited experience with the technology, and reluctance to invest in technological equipment also emerge as barriers to VR adoption. Originality of research – This study can help companies in the tourism sector to develop more effective strategies to overcome these barriers, thereby improving the tourist experience and increasing their competitiveness in the market using VR equipment.