As far as my eyes can see: Generation Y consumers’ use of virtual reality glasses to determine tourist destinations

Eugine Tafadzwa Maziriri, Matilda Modjadji Mashapa, Brighton Nyagadza and Brian Mabuyana

Cogent Business & Management, 2023, vol. 10, issue 3, 2246745

Abstract: The study focused on the intention to adopt and actual use of virtual reality (VR) glasses to determine tourist destinations amongst Generation Y in South Africa. This study considers the direct influence of perceived usefulness, perceived ease of use and perceived credibility on attitudes towards use of virtual reality glasses, intention towards use of virtual reality glasses and actual use of virtual reality glasses. In addition, the possible moderating effect of perceived performance and perceived enjoyment on the nexus between the intention and actual use of virtual reality glasses is also examined. The study used a quantitative methodology and cross-sectional research methods to collect data from 550 Generation Y consumers. Data were then analyzed using the Smart PLS 4 computer software. The results indicate that perceived usefulness and ease of use had a positive and significant impact on the attitude towards using virtual reality glasses. Perceived credibility had an insignificant impact on attitude towards use of virtual reality glasses. In addition, attitude towards use of virtual reality glasses had a positive and a significant impact on intention towards the use of virtual reality glasses. There was also a positive association between intention towards use of virtual reality glasses and the actual use of virtual reality glasses. Moreover, perceived performance and perceived enjoyment proved to be the key moderators on the connection between the intention and actual use of virtual reality glasses.Although there are many studies on the use of virtual reality in tourism, studies that have examined the factors that influence how Gen Y consumers use virtual reality glasses to choose travel destinations have several shortcomings. As a result, this study seeks to complement existing tourism-related literature, particularly in the African context. Tourism organisation marketers could spend some time exploring the potential of using virtual reality glasses to increase awareness of destinations.

Date: 2023
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DOI: 10.1080/23311975.2023.2246745

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