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Would You Accept Virtual Tourism? The Impact of COVID-19 Risk Perception on Technology Acceptance from a Comparative Perspective

Author

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  • Yuan Li

    (School of Architecture and Civil Engineering, Xiamen University, Xiamen 361005, China
    Fujian Key Laboratory of Sensing and Computing for Smart City, Xiamen 361005, China)

  • Jiaqi Liang

    (School of Architecture and Civil Engineering, Xiamen University, Xiamen 361005, China
    Fujian Key Laboratory of Sensing and Computing for Smart City, Xiamen 361005, China)

  • Jingxiong Huang

    (School of Architecture, Tsinghua University, Beijing 100084, China)

  • Mengsheng Yang

    (School of Architecture and Civil Engineering, Xiamen University, Xiamen 361005, China
    Fujian Key Laboratory of Sensing and Computing for Smart City, Xiamen 361005, China)

  • Runyan Li

    (School of Architecture and Civil Engineering, Xiamen University, Xiamen 361005, China
    Fujian Key Laboratory of Sensing and Computing for Smart City, Xiamen 361005, China)

  • Huanxia Bai

    (School of Architecture and Civil Engineering, Xiamen University, Xiamen 361005, China
    Fujian Key Laboratory of Sensing and Computing for Smart City, Xiamen 361005, China)

Abstract

Due to the COVID-19 pandemic, the tourism industry and its stakeholders have tried to develop a new virtual tourism market, but its effectiveness remains to be tested. We proposed and tested a new measurement scale composed of ease of use, usefulness, autonomy, enjoyment, perceived risk of COVID-19, and attitude. In total, 274 questionnaires were collected by the purposive sampling method and 239 of them were valid, with 57 potential virtual tourists (who knew of but had not used VR in tourism) and 182 actual virtual tourists (who had experienced virtual tourism). Then, we used path analysis to test the hypothetical model and compared the results of two groups. The results show that (1) the popularity of virtual tourism is limited, (2) ease of use significantly affects usefulness and enjoyment for the two groups, (3) usefulness significantly affects autonomy and enjoyment for the two groups, (4) perceived risk of COVID-19 has a direct impact on the attitude towards virtual tourism for the two groups rather than a moderating role, and (5) expected ease of use has a significant effect on autonomy, and autonomy further influences enjoyment for potential tourists. This paper is an explorative attempt to explore virtual technology applied in tourism during the COVID-19 pandemic. The results provide theoretical contributions and practical implications for technology improvement, tourism marketing, and virtual tourism development.

Suggested Citation

  • Yuan Li & Jiaqi Liang & Jingxiong Huang & Mengsheng Yang & Runyan Li & Huanxia Bai, 2022. "Would You Accept Virtual Tourism? The Impact of COVID-19 Risk Perception on Technology Acceptance from a Comparative Perspective," Sustainability, MDPI, vol. 14(19), pages 1-22, October.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:19:p:12693-:d:934618
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    References listed on IDEAS

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