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Understanding the travelers’ intention towards Virtual tourism adoption using value-based Adoption model

Virtual Tourism (VT) is defined as a novel concept that enables potential tourists to enjoy tourist sites without visiting them physically. Nonetheless, VT remains a novelty for Malaysian tourists. Therefore, this study intends to ascertain travellers’ adoption intentions in Virtual Tourism via the...

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Main Authors: Kelvin Lim, Siti Nor Bayaah Ahmad, Nor Asiah Mahmod, Irma Wani Othman, Suddin Lada
Format: Article
Language:English
English
Published: 2022
Subjects:
G154.9-155.8 Travel and state. Tourism
JZ5-6530 International relations
Online Access:https://eprints.ums.edu.my/id/eprint/35654/1/ABSTRACT.pdf
https://eprints.ums.edu.my/id/eprint/35654/2/FULL%20TEXT.pdf
https://eprints.ums.edu.my/id/eprint/35654/
https://doi10/35631/JTHEM.730014
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spelling my.ums.eprints.356542023-06-21T07:49:11Z https://eprints.ums.edu.my/id/eprint/35654/ Understanding the travelers’ intention towards Virtual tourism adoption using value-based Adoption model Kelvin Lim Siti Nor Bayaah Ahmad Nor Asiah Mahmod Irma Wani Othman Suddin Lada G154.9-155.8 Travel and state. Tourism JZ5-6530 International relations Virtual Tourism (VT) is defined as a novel concept that enables potential tourists to enjoy tourist sites without visiting them physically. Nonetheless, VT remains a novelty for Malaysian tourists. Therefore, this study intends to ascertain travellers’ adoption intentions in Virtual Tourism via the use of a Value-based Adoption Model (VAM). Travellers in Malaysia aged 21 to 39 were the analytic unit in this study. A total of 302 usable responses were obtained from an online self-administered questionnaire and analysed using Partial Least Squares-SEM in conjunction with the SmartPLS programme. Prior to proceeding to the next questions, respondents were shown a film to gauge their level of acceptance of virtual tourism. The research findings indicate that perceived benefits are more influential to perceived value than perceived sacrifices. Results showed that the components of perceived benefits, namely perceived usefulness (β = 0.341, t = 6.552) and perceived enjoyment (β = 0.341, t = 6.552), had a considerable beneficial influence on perceived value. Perceived complexity is the only component of perceived sacrifices that has a substantial negative influence on perceived value (β = - 0.142, t = 2.758). In contrast, felt immersion (β = 0.059, t = 0.913), perceived expense (β = -0.020, t = 0.318), and perceived physical risk (β = -0.021, t = 0.350) were discovered to have no discernible impact on perceived value. Although the current study focused on a specific age group of clients, similar studies could be expanded in the future to include other groups with a variety of travel interests. The study’s results may aid tourism providers and marketers by indicating a direction in which they should concentrate their efforts and emphasise growing perceived benefits while minimising perceived sacrifices, because this would progressively but consistently boost profits. 2022 Article NonPeerReviewed text en https://eprints.ums.edu.my/id/eprint/35654/1/ABSTRACT.pdf text en https://eprints.ums.edu.my/id/eprint/35654/2/FULL%20TEXT.pdf Kelvin Lim and Siti Nor Bayaah Ahmad and Nor Asiah Mahmod and Irma Wani Othman and Suddin Lada (2022) Understanding the travelers’ intention towards Virtual tourism adoption using value-based Adoption model. JOURNAL OF TOURISM, HOSPITALITY AND ENVIRONMENT MANAGEMENT, 7. pp. 1-22. https://doi10/35631/JTHEM.730014
institution Universiti Malaysia Sabah
building UMS Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Sabah
content_source UMS Institutional Repository
url_provider http://eprints.ums.edu.my/
language English
English
topic G154.9-155.8 Travel and state. Tourism
JZ5-6530 International relations
spellingShingle G154.9-155.8 Travel and state. Tourism
JZ5-6530 International relations
Kelvin Lim
Siti Nor Bayaah Ahmad
Nor Asiah Mahmod
Irma Wani Othman
Suddin Lada
Understanding the travelers’ intention towards Virtual tourism adoption using value-based Adoption model
description Virtual Tourism (VT) is defined as a novel concept that enables potential tourists to enjoy tourist sites without visiting them physically. Nonetheless, VT remains a novelty for Malaysian tourists. Therefore, this study intends to ascertain travellers’ adoption intentions in Virtual Tourism via the use of a Value-based Adoption Model (VAM). Travellers in Malaysia aged 21 to 39 were the analytic unit in this study. A total of 302 usable responses were obtained from an online self-administered questionnaire and analysed using Partial Least Squares-SEM in conjunction with the SmartPLS programme. Prior to proceeding to the next questions, respondents were shown a film to gauge their level of acceptance of virtual tourism. The research findings indicate that perceived benefits are more influential to perceived value than perceived sacrifices. Results showed that the components of perceived benefits, namely perceived usefulness (β = 0.341, t = 6.552) and perceived enjoyment (β = 0.341, t = 6.552), had a considerable beneficial influence on perceived value. Perceived complexity is the only component of perceived sacrifices that has a substantial negative influence on perceived value (β = - 0.142, t = 2.758). In contrast, felt immersion (β = 0.059, t = 0.913), perceived expense (β = -0.020, t = 0.318), and perceived physical risk (β = -0.021, t = 0.350) were discovered to have no discernible impact on perceived value. Although the current study focused on a specific age group of clients, similar studies could be expanded in the future to include other groups with a variety of travel interests. The study’s results may aid tourism providers and marketers by indicating a direction in which they should concentrate their efforts and emphasise growing perceived benefits while minimising perceived sacrifices, because this would progressively but consistently boost profits.
format Article
author Kelvin Lim
Siti Nor Bayaah Ahmad
Nor Asiah Mahmod
Irma Wani Othman
Suddin Lada
author_facet Kelvin Lim
Siti Nor Bayaah Ahmad
Nor Asiah Mahmod
Irma Wani Othman
Suddin Lada
author_sort Kelvin Lim
title Understanding the travelers’ intention towards Virtual tourism adoption using value-based Adoption model
title_short Understanding the travelers’ intention towards Virtual tourism adoption using value-based Adoption model
title_full Understanding the travelers’ intention towards Virtual tourism adoption using value-based Adoption model
title_fullStr Understanding the travelers’ intention towards Virtual tourism adoption using value-based Adoption model
title_full_unstemmed Understanding the travelers’ intention towards Virtual tourism adoption using value-based Adoption model
title_sort understanding the travelers’ intention towards virtual tourism adoption using value-based adoption model
publishDate 2022
url https://eprints.ums.edu.my/id/eprint/35654/1/ABSTRACT.pdf
https://eprints.ums.edu.my/id/eprint/35654/2/FULL%20TEXT.pdf
https://eprints.ums.edu.my/id/eprint/35654/
https://doi10/35631/JTHEM.730014
_version_ 1769843677392273408
score 13.211869

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