The impact of perceived usefulness and perceived ease of use on intention to visit tourism destination: The mediator role of intention to use VR to experience the tourism destination in Viet Nam
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Author
Keywords:
Virtual Reality
Tourism, Intention to visit tourism destinations
Perceived of Usefulness
Perceived Ease of use
Abstract
This study aims to extend the Technology acceptance model (TAM), testing the effect of Perceived of Usefulness (PU) and Perceived Ease of Use (PEU) of VR to the Intention to visit the tourism destination (IV), with Intention to use VR (IU) to choose the tourism destination as the mediator variable. The study uses both quantitative and qualitative research methods to analyze the reliability of the measuring scale, exploratory factor analysis, confirmatory factor analysis and Structural equation modeling, with the participation of 452 people living in Ha Noi. The results show that, both PU and PEU have a positive effect on IU, leading to the strong impact on IV; In addition, PU also have a direct and positive effect on IV. Finally, management implications are suggested on the basis of research results, with the aim of improving service quality and attracting tourists.
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Published
Apr 30, 2023
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Nguyễn Hồng Quân, Tạ Ngọc Khánh, Đinh Lê Quỳnh Thu, Vũ Phương Thảo, Phạm Ngọc Trang, and Đỗ Phương Ý Nhi. “The Impact of Perceived Usefulness and Perceived Ease of Use on Intention to Visit Tourism Destination: The Mediator Role of Intention to Use VR to Experience the Tourism Destination in Viet Nam”. The University of Danang - Journal of Science and Technology, vol. 21, no. 4, Apr. 2023, pp. 1-9, https://jst-ud.vn/jst-ud/article/view/8276.
