Quantifying drivers of virtual reality acceptance in tourism planning using a grey system theory-based approach

Abstract

Purpose

This study examines the role of Virtual Reality (VR) in tourism marketing, analyzing its psychological effects, demographic differences and factors influencing adoption. It seeks to identify and measure the main drivers and obstacles to VR acceptance, improving predictions of adoption trends in tourism planning and experiences across various demographics.

Design/methodology/approach

This study employs a quantitative method, blending statistical analysis with Grey System Theory. It analyzes data from VR-experienced participants using ANOVA, regression models and dynamic grey relational analysis to produce actionable insights. Data were collected from July to September 2023 from participants experienced with VR in tourism.

Findings

User engagement, positive word-of-mouth and a desire for immersive experiences drive VR acceptance, especially among frequent travelers and tech enthusiasts. While VR can enhance trip enjoyment, its long-term impact varies. To increase VR adoption in tourism, strategies include targeting frequent travelers and online users, creating accessible and engaging content, leveraging positive feedback and partnering with influencers to develop interactive VR experiences that mitigate travel planning uncertainties and attract specific user groups.

Practical implications

The study demonstrates how VR can expand access to tourism for those unable to travel, enhance engagement and streamline planning. By leveraging VR in marketing, providers can create immersive, targeted content, reduce uncertainties, attract tech-savvy travelers and boost appeal through influencer partnerships.

Originality/value

This study pioneers the integration of Grey System Theory with traditional statistical methods to elucidate the dynamics of VR adoption in tourism. By uniquely combining ANOVA, regression models and dynamic grey relational analysis, it offers a precise model to interpret complex data, highlighting the nuanced effects of demographic factors on technology acceptance. This approach not only advances the analytical frameworks in tourism marketing but also provides critical insights into the demographic and psychological drivers of VR adoption.

Citation

Javanmardi, S., Javanmardi, E. and Bucci, A. (2024), "Quantifying drivers of virtual reality acceptance in tourism planning using a grey system theory-based approach", Journal of Hospitality and Tourism Insights, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JHTI-04-2024-0367