Skip to main content
SpringerLink
Log in

Technology Acceptance of Virtual Reality for Travel Planning

  • Conference paper
  • First Online:
Information and Communication Technologies in Tourism 2017

Abstract

The appearance of affordable hardware has made Virtual Reality (VR) one of 2015s most discussed electronic consumer devices. Its technological power lies in its intensity and the simulated realism it is able to provide. Although gaming is the main driver behind current developments, other domains may benefit as well. Tourism and destination management in particular can be considered for application. Within this context, this technology would not only allow for a more realistic pre-experience of potential destinations, but also enable tourism providers with novel ways of promoting their services to prospective tourists. In order to estimate the potential of VR in tourism, a survey based on the Technology Acceptance Model, has been conducted. After virtually travelling to a selected destination, participants had to complete a 36-item questionnaire. Results indicate significant effects of Perceived Immersion, Interest, Perceived Enjoyment and Perceived Usefulness on the Intention to Use VR technology for travel planning.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 169.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 219.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Notes

  1. 1.

    See Zuckerberg (2015).

  2. 2.

    See Simonite (2015).

  3. 3.

    Marriott Hotels’ Samsung Gear VR postcards are little works of art disguised as adverts. Retrieved from http://www.t3.com/news/marriott-hotels-samsung-gear-vr-postcards-are-little-works-of-art-disguised-as-adverts.

  4. 4.

    See Framestore Studio (2015)

  5. 5.

    How Oculus and Cardboard Are Going to Rock the Travel Industry. Retrieved from http://www.bloomberg.com/news/articles/2015-06-19/how-oculus-and-cardboard-are-going-to-rock-the-travel-industry.

  6. 6.

    Google Street View: https://www.google.com/streetview/apps/.

References

  • Agarwal, R., & Prasad, J. (1998). A Conceptual and Operational Definition of Personal Innovativeness in the Domain of Information Technology. Information Systems Research, 9(2), 204–215. doi:10.1287/isre.9.2.204.

  • Alsajjan, B., & Dennis, C. (2010). Internet banking acceptance model: Cross-market examination. Journal of Business Research, 63(9–10), 957–963.

    Article  Google Scholar 

  • Ayeh, J. K., Au, N., & Law, R. (2013). Predicting the intention to use consumer-generated media for travel planning. Tourism Management, 35, 132–143.

    Article  Google Scholar 

  • Berger, H., Dittenbach, M., Merkl, D., Bogdanovych, A., Simoff, S., & Sierra, C. (2007). Opening new dimensions for e-Tourism. Virtual Reality, 11(2–3), 75–87.

    Article  Google Scholar 

  • Bertrand, M., & Bouchard, S. (2008). Applying the technology acceptance model to VR with people who are favorable to its use. Journal of Cyber Therapy & Rehabilitation, 1(2).

    Google Scholar 

  • Boyd, D. M., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), 210–230.

    Article  Google Scholar 

  • Brown, I. T. J. (2002). Individual and technological factors affecting perceived ease of use of web-based learning technologies in a developing country. EJISDC: The Electronic Journal on Information Systems in Developing Countries. (9), 5.

    Google Scholar 

  • Buhalis, D., & Law, R. (2008). Progress in information technology and tourism management: 20 years on and 10 years after the Internet—The state of eTourism research. Tourism Management, 29(4), 609–623.

    Article  Google Scholar 

  • Cheong, R. (1995). The virtual threat to travel and tourism. Tourism Management, 16(6), 417–422.

    Article  Google Scholar 

  • Cho, Y.-H., Wang, Y., & Fesenmaier, D. R. (2002). Searching for experiences. Journal of Travel & Tourism Marketing, 12(4), 1–17.

    Article  Google Scholar 

  • Cruz-Neira, C., Sandin, D. J., & DeFanti, T. A. (1993). Surround screen projection based virtual reality: The design and implementation of the CAVE. ACM Computer Graphics.

    Google Scholar 

  • Davis, F. D., Jr. (1986). A technology acceptance model for empirically testing new end-user information systems: Theory and results. Massachusetts Institute of Technology.

    Google Scholar 

  • Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and intrinsic motivation to use computers in the workplace1. Journal of Applied Social Psychology, 22(14), 1111–1132.

    Article  Google Scholar 

  • Field, A. P. (2013). Discovering statistics using IBM SPSS statistics: And sex and drugs and rock ‘n’ roll (4th ed.). Los Angeles: Sage.

    Google Scholar 

  • Fotakis, T., & Economides, A. A. (2008). Art, science/technology and history museums on the web. International Journal of Digital Culture and Electronic Tourism, 1(1), 37.

    Article  Google Scholar 

  • Freidl, C. (2006). Akzeptanz von neuen Technologien im Hotelzimmer: Krems Research.

    Google Scholar 

  • Fox, J., Arena, D., & Bailenson, J. N. (2009). Virtual reality. Journal of Media Psychology, 21(3), 95–113.

    Article  Google Scholar 

  • Framestore Studio. (2015). Marriot VR-Postcards. Retrieved from http://framestorevr.com/marriott-vr-postcards.

  • Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51–90.

    Google Scholar 

  • Gutiérrez, M. A., Vexo, F., & Thalmann, D. (2008). Stepping into virtual reality. London: Springer.

    Book  Google Scholar 

  • Guttentag, D. A. (2010). Virtual reality: Applications and implications for tourism. Tourism Management, 31(5), 637–651.

    Article  Google Scholar 

  • Haugstvedt, A.-C., & Krogstie, J. (2012). Mobile augmented reality for cultural heritage: A technology acceptance study. In 2012 IEEE International Symposium on Mixed and Augmented Reality (ISMAR) (pp. 247–255).

    Google Scholar 

  • Heldal, I. (2007). Supporting participation in planning new roads by using virtual reality systems. Virtual Reality, 11(2), 145–159.

    Article  Google Scholar 

  • Hays, S., Page, S. J., & Buhalis, D. (2013). Social media as a destination marketing tool: Its use by national tourism organisations. Current Issues in Tourism, 16(3), 211–239.

    Article  Google Scholar 

  • Holsapple, C. W., & Wu, J. (2007). User acceptance of virtual worlds. ACM SIGMIS Database, 38(4), 86.

    Article  Google Scholar 

  • Huang, Y.-C., Backman, S. J., Backman, K. F., & Moore, D. (2013). Exploring user acceptance of 3D virtual worlds in travel and tourism marketing. Tourism Management, 36, 490–501.

    Article  Google Scholar 

  • Jacques, P. H., Garger, J., Brown, C. A., & Deale, C. S. (2009). Personality and virtual reality team candidates: The roles of personality traits, technology anxiety and trust as predictors of perceptions of virtual reality teams. Journal of Business & Management, 15(2), 143–157.

    Google Scholar 

  • Jennett, C., Cox, A. L., Cairns, P., Dhoparee, S., Epps, A., Tijs, T., et al. (2008). Measuring and defining the experience of immersion in games. International Journal of Human-Computer Studies, 66(9), 641–661.

    Article  Google Scholar 

  • Karahanna, E., & Limayem, M. (2000). E-Mail and V-Mail usage: Generalizing across technologies. Journal of Organizational Computing and Electronic Commerce, 10(1),

    Google Scholar 

  • Kornwachs, K., & Renn, O. (2011). Akzeptanz von Technik und Infrastrukturen: Anmerkungen Zu Einem Aktuellen Gesellschaftlichen Problem. Acatech bezieht Position: 9, Online-Ausg. Berlin, Heidelberg: Springer Berlin Heidelberg.

    Google Scholar 

  • Kothgassner, O. D., Felnhofer, A., Hauk, N., Kastenhofer, E., Gomm, J., & Kryspin-Exner, I. (2012). Technology Usage Inventory (TUI): Manual: Fragebogen und Manual. Wien.

    Google Scholar 

  • Kim, D., Park, J., & Morrison, A. M. (2008). A model of traveler acceptance of mobile technology. International Journal of Tourism Research, 10(5), 393–407.

    Article  Google Scholar 

  • King, W. R., & He, J. (2006). A meta-analysis of the technology acceptance model. Information & Management, 43(6), 740–755.

    Article  Google Scholar 

  • Königstorfer, J., & Gröppel-Klein, A. (2008). Akzeptanz von technologischen Innovationen: Nutzungsentscheidungen von Konsumenten dargestellt am Beispiel von mobilen Internetdiensten. Forschungsgruppe Konsum und Verhalten. s.l.: Gabler Verlag.

    Google Scholar 

  • Lee, O., & Oh, J.-E. (2007). The impact of virtual reality functions of a hotel website on travel anxiety. CyberPsychology & Behavior, 10(4), 584–586.

    Article  Google Scholar 

  • Lee, H., Chung, N., & Jung, T. (2015). Examining the cultural differences in acceptance of mobile augmented reality: Comparison of South Korea and Ireland. In I. Tussyadiah & A. Inversini (Eds.), Information and Communication Technologies in Tourism 2015 (pp. 477–491). Cham: Springer International Publishing.

    Google Scholar 

  • Lee, Y., Kozar, K. A., & Larsen, K. R. T. (2003). The technology acceptance model: Past, present, and future. Communication of the Association for Information Systems, 12(1), 50.

    Google Scholar 

  • Legris, P., Ingham, J., & Collerette, P. (2003). Why do people use information technology? A critical review of the technology acceptance model. Information & Management, 40(3), 191–204.

    Article  Google Scholar 

  • Pine, B. J., & Gilmore, J. H. (2011). The experience economy (Updated ed.). Boston, Mass.: Harvard Business Review Press.

    Google Scholar 

  • Rogers, E. M. (2003). Diffusion of innovations (5th ed.). New York: Free Press.

    Google Scholar 

  • Romm-Livermore, C. (2012). E-politics and organizational implications of the Internet: Power, influence, and social change. Hershey, PA: Information Science Reference.

    Book  Google Scholar 

  • Schmidt, M., Kafka, J. X., Kothgassner, O. D., Hlavacs, H., Beutl, L., & Felnhofer, A. (2013). Why does it always rain on me? Influence of gender and environmental factors on usability, technology related anxiety and immersion in virtual environments. In Advances in computer entertainment (pp. 392–402). Springer International Publishing.

    Google Scholar 

  • Sanchez-Vives, M. V., & Slater, M. (2005). From presence to consciousness through virtual reality. Nature Reviews Neuroscience, 6(4), 332–339.

    Article  Google Scholar 

  • Schuemie, M. J., van der Straaten, P., Krijn, M., & van der Mas, C. A. P. G. (2001). Research on presence in virtual reality: A survey. Cyber Psychology & Behavior, 4(2), 183–201.

    Article  Google Scholar 

  • Simonson, M. R., Maurer, M., Montag-Torardi, M., & Whitaker, M. (1987). Development of a standardized test of computer literacy and a computer anxiety index. Journal of Educational Computing Research, 3(2), 231–247.

    Article  Google Scholar 

  • Soesanto, H. (2013). The influence of relationship closeness, service quality and religiosity on interest to saving through trust, word of mouth and attitude the study at Baitul Maal Wat Tamwil In the province of Yogyakarta special region, Indonesia. IOSR Journal of Business and Management, 13(3), 6–17.

    Article  Google Scholar 

  • Steuer, J. (1992). Defining virtual reality: Dimensions determining telepresence. Journal of Communication, 42(4), 73–93.

    Article  Google Scholar 

  • Sussmann, S., & Vanhegan, H. J. (2000). Virtual reality and the tourism product: substitution or complement.

    Google Scholar 

  • Simonite, T. (2015). Google Aims to Make VR Hardware Irrelevant Before It Even Gets Going. MIT Technology Review. Retrieved from https://www.technologyreview.com/s/542991/google-aims-to-make-vr-hardware-irrelevant-before-it-even-gets-going/.

  • Thomas, W. A., & Carey, S. (2005). Actual/virtual visits: What are the links. In Museums and the Web.

    Google Scholar 

  • van der Heijden, H. (2004). User acceptance of hedonic information systems. MIS Quarterly, 695–704.

    Google Scholar 

  • van Raaij, E. M., & Schepers, J. J. (2008). The acceptance and use of a virtual learning environment in China. Computers & Education, 50(3), 838–852.

    Article  Google Scholar 

  • Veal, A. J. (1997). Research methods for leisure and tourism: A practical guide (2nd ed.). Essex: FT Prentice Hall.

    Google Scholar 

  • Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, 46(2), 186–204.

    Article  Google Scholar 

  • Venkatesh, V., & Bala, H. (2008). Technology acceptance model 3 and a research agenda on interventions. Decision Sciences, 39(2), 273–315.

    Article  Google Scholar 

  • Wan, C.-S., Tsaur, S.-H., Chiu, Y.-L., & Chiou, W.-B. (2007). Is the advertising effect of virtual experience always better or contingent on different travel destinations? Information Technology & Tourism, 9(1), 45–54.

    Article  Google Scholar 

  • Williams, P., & Hobson, J. S. P. (1995). Virtual reality and tourism: Fact or fantasy? Tourism Management, 16(6), 423–427.

    Article  Google Scholar 

  • Witmer, B. G., & Singer, M. J. (1998). Measuring presence in virtual environments: A presence questionnaire. Presence: Teleoper. Virtual Environmental, 7(3), 225–240.

    Google Scholar 

  • Yusoff, R. C. M., Zaman, H. B., & Ahmad, A. (2011). Evaluation of user acceptance of mixed reality technology. Australasian Journal of Educational Technology, 27(8).

    Google Scholar 

  • Zuckerberg, M. (2015). Virtual Reality is the next platform: Occulus Connect² Keynote. Presented at the Occulus Connect² Developer Conference. Retrieved from https://www.youtube.com/watch?v=QlvXSFiu0zU.

Download references

Author information

Authors and Affiliations

  1. Interaction Lab Department Management, Communication & IT (MCiT), MCI Management Center Innsbruck, Innsbruck, Austria

    Peter Disztinger, Stephan Schlögl & Aleksander Groth

Authors
  1. Peter Disztinger
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Stephan Schlögl
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Aleksander Groth
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Stephan Schlögl .

Editor information

Editors and Affiliations

  1. Institute of Tourism, HES-SO Valais-Wallis, Sierre, Valais, Switzerland

    Roland Schegg

  2. School of Hospitality and Tourism Management, University of Surrey, Guildford, United Kingdom

    Brigitte Stangl

Rights and permissions

Reprints and permissions

Copyright information

© 2017 Springer International Publishing AG

About this paper

Cite this paper

Disztinger, P., Schlögl, S., Groth, A. (2017). Technology Acceptance of Virtual Reality for Travel Planning. In: Schegg, R., Stangl, B. (eds) Information and Communication Technologies in Tourism 2017. Springer, Cham. https://doi.org/10.1007/978-3-319-51168-9_19

Download citation

Publish with us

Policies and ethics

Search

Navigation