LI, YIGE
(2022)
The impact of virtual tour on tourism: the role of virtual tourism in COVID-19 and the impact on on-site tourism.
[Dissertation (University of Nottingham only)]
Abstract
Purpose- The aim of this thesis is to investigate the relationship between virtual tourism experiences, virtual tourism revisit intentions and field tourism as influenced by the COVID-19. To aid in optimizing virtual tourism technology, understanding the present elements impacting traveler adoption of virtual tourism experience technology is essential. In addition, to investigate the extrinsic and intrinsic factors influencing the acceptance of virtual tourism technology by users. Finally, exploring the impact of virtual tourism technology under the epidemic on users' attitudes towards switching to field tourism is helpful to provide some insights into the recovery of a depressed tourism industry.
Design and Methodology- This paper adds risk perception to the dual model of technology acceptance and the theory of planned behaviour and applies the new model to the study of behaviour and attitudes towards virtual travel. Considering the current regulations on social distance and transportation constraints, this study will distribute questionnaires using high-traffic social media platforms to acquire a rapid sample that fits the requirements. 330 people participated anonymously in this survey, of which a total of 309 valid data were obtained. The data obtained were processed and analysed using SPSS software.
Findings- For this investigation, a total of 309 valid data were collected. The results of the study show that perceived risk, subjective norms, perceived usefulness and perceived enjoyment combine to influence users' acceptance of virtual tourism technology. Surprisingly, virtual consumers are less concerned with the ease of use and more concerned with the usefulness and enjoyment of the technology. Furthermore, the integrated virtual tourism experience effects not only the virtual tourist's intention to return to virtual tourism, but also the virtual tourist's attitude toward exploring the destination.
Research limitation- The validity of the data in this study is limited by the study design and sample size. Because the underage and older age groups' virtual travel experiences were not thoroughly evaluated, and no study on specific virtual travel locations was undertaken, the results produced may be somewhat biased. In this regard, it is advised that future studies continue to investigate the aspects that impact the virtual tourist experience for different age groups, as well as that virtual tourism behavior be examined for different risk categories. Finally, due to the specific context of COVID-19, the current study is somewhat time-sensitive and the current findings may not be applicable to post-epidemic virtual tourism research, so it is strongly recommended that future researchers continue to explore the transformation of the relationship between virtual tourism and field tourism in terms of intrinsic factors.
Originality- This paper contributes to existing research in the field of virtual tourism. In the context of the COVID-19 reality, this study extends TAM and TPB, and theoretically verifies that perceived usefulness, perceived enjoyment, subjective norms, and risk perception all have significant effects on the acceptance of virtual tourism technology. This broadens the scope of application of TPB and TAM to a certain extent and enriches the study of virtual tourists' behaviour. Given the rapid advancement of digital technology and the existing virus, research into the variables influencing the acceptability of virtual tourism technology and its role in field tourism is a worthwhile and long-term study that can be undertaken to enhance tourist growth. This study's conclusions will be useful to both present academics and relevant practitioners in the field of tourism.
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