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Introducing Perceived Prospects of Development in Virtual Reality Tourism Adoption: Evidence from PLS-SEM in an Emerging Market

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  • Tuyen Tran

    (University of Social Sciences and Humanities, Ho Chi Minh City, Vietnam; Vietnam National University, Ho Chi Minh City, Vietnam)

Abstract

The rapid advancement of virtual reality (VR) technology has expanded its applications in tourism, yet adoption remains uneven across emerging markets. Prior research on VR tourism largely relies on the Technology Acceptance Model (TAM) and, more recently, its integration with the Technology Readiness Index (TRI). While these approaches explain how cognitive evaluations and readiness traits influence adoption, most studies emphasise immediate usability and performance perceptions, with limited attention to future-oriented beliefs regarding the developmental trajectory of VR tourism, particularly in contexts where the technology is still nascent. Addressing this gap, the present study develops and tests an integrated TRI-TAM framework that incorporates perceived prospects of development, conceptualised as a belief in the future viability and diffusion of VR tourism within the industry. The study aims to examine how readiness traits shape cognitive evaluations and how both present utility perceptions and developmental expectations influence the intention to adopt VR tourism. Survey data were collected from 450 domestic tourists in Ho Chi Minh City who had prior VR experience. The model was analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results indicate that perceived usefulness is the strongest predictor of adoption intention, followed by perceived ease of use and perceived prospects of development. Optimism and innovativeness positively influence cognitive beliefs, whereas discomfort and insecurity show no significant effects. Perceived usefulness also strengthens perceived prospects of development, suggesting that current utility assessments foster confidence in VR tourism’s future development. These findings extend the technology adoption model by introducing a future-oriented belief dimension into the TRI-TAM framework and provide empirical evidence from an emerging tourism market. The study highlights the importance of communicating functional value and developmental potential to support digital transformation in tourism. Future research should examine demographic heterogeneity and evolving immersive technologies to refine the understanding of VR adoption dynamics.

Suggested Citation

  • Tuyen Tran, 2025. "Introducing Perceived Prospects of Development in Virtual Reality Tourism Adoption: Evidence from PLS-SEM in an Emerging Market," Virtual Economics, The London Academy of Science and Business, vol. 8(4), pages 48-68, December.
    • Handle: RePEc:aid:journl:v:8:y:2025:i:4:p:48-68
    DOI: 10.34021/ve.2025.08.04(3)
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    References listed on IDEAS

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