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Articles
DOI: 10.14254/1795-6889.2024.20-3.9
Submitted: 2024-12-15
Published: 2024-12-19

Non-immersive forms of virtual reality (NIVR) and attitudes towards travel destinations in the era of COVID-19 self-isolation

Poznań University of Economics and Business
International Place Branding Association
Virtual Reality non-immersive VR destination COVID-19 tourism consumer behaviour

Abstract

The main aim of this paper is to investigate the relationship between the attitudes towards virtual reality tools and the expected attitudes towards destinations selected during the self-isolation period resulting from the global pandemic caused by COVID-19. The study employs a research model based on the modified and extended Technology Acceptance Model, with structural modelling applied for verification purposes. The measurement criteria are mostly adopted from previous research or developed by the authors. Findings indicate that VR tools are perceived as easy to use, which directly affects the perceived enjoyment and usefulness of the VR. Furthermore, virtual reality tools are perceived as more useful when there is no alternative means of experiencing the external (real) world. The research model also confirms that the cognitive component of the users’ attitude directly influences their behaviour, whereas the affective dimension is not significant. This indicates that non-immersive VR tools and materials are perceived primarily as a conduit for disseminating pertinent information and providing the opportunity to compare destinations and make more informed decisions. In addition to these practical findings, this paper also contributes to this research strand by considering the influence of the COVID-19 pandemic on the acceptance of virtual reality (VR). Finally, the proposed model further extends the TAM to different attitude aspects, such as behavioural, cognitive and affective components.

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How to Cite

Lewicki, M., & Florek, M. (2024). Non-immersive forms of virtual reality (NIVR) and attitudes towards travel destinations in the era of COVID-19 self-isolation. Human Technology, 20(3), 592–610. https://doi.org/10.14254/1795-6889.2024.20-3.9