IDEAS home Printed from https://ideas.repec.org/a/eee/teinso/v72y2023ics0160791x22003116.html
   My bibliography  Save this article

The determinants of virtual reality adoption for marine conservation

Author

Listed:
  • Yuen, Kum Fai
  • Koh, Le Yi
  • Tan, Luan Yi Hazel
  • Wang, Xueqin

Abstract

Initiatives for marine conservation are funded by revenue from marine sites. However, the emergence of COVID-19 has restricted travelling, thus leading to decreased revenue and weakening conservation efforts. Virtual reality technology to support marine conservation efforts is explored as it allows users to experience marine sites, without having to be there physically. This study examines factors influencing users' desire to adopt virtual reality technology in marine ecotourism. With the integration of Stimulus-Organism-Response framework and three behavioural theories (i.e. health belief model, attitude, and eTrust), a hypothetical model was constructed to investigate consumers’ intention to adopt virtual reality technology in marine ecotourism amidst the pandemic. The data were analysed and interpreted using structural equation modelling after 451 survey responses were obtained via an online questionnaire. Outcome expectation, perceived susceptibility, perceived severity, self-efficacy, and cues to action exhibit significant positive effects on attitude towards virtual reality technology in marine ecotourism. Consequently, attitude has a direct and indirect influence on use intention via eTrust. Post hoc analysis revealed that self-efficacy has a direct impact on eTrust and use intention. Total effect analysis further concluded that attitude has the greatest influence on use intention of virtual reality technology in marine ecotourism. This research contributes to the existing literature by utilizing health belief factors to explain use intention of technology towards marine conservation efforts. Recommendations including policy formulation and marketing initiatives were generated for marine ecotourism operators and policymakers.

Suggested Citation

  • Yuen, Kum Fai & Koh, Le Yi & Tan, Luan Yi Hazel & Wang, Xueqin, 2023. "The determinants of virtual reality adoption for marine conservation," Technology in Society, Elsevier, vol. 72(C).
  • Handle: RePEc:eee:teinso:v:72:y:2023:i:c:s0160791x22003116
    DOI: 10.1016/j.techsoc.2022.102170
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0160791X22003116
    Download Restriction: Full text for ScienceDirect subscribers only

    File URL: https://libkey.io/10.1016/j.techsoc.2022.102170?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Huang, Yu-Chih & Backman, Sheila J. & Backman, Kenneth F. & Moore, DeWayne, 2013. "Exploring user acceptance of 3D virtual worlds in travel and tourism marketing," Tourism Management, Elsevier, vol. 36(C), pages 490-501.
    2. Li-Min Chuang & Pi-Ching Chen & Yen-Yu Chen, 2018. "The Determinant Factors of Travelers’ Choices for Pro-Environment Behavioral Intention-Integration Theory of Planned Behavior, Unified Theory of Acceptance, and Use of Technology 2 and Sustainability ," Sustainability, MDPI, vol. 10(6), pages 1-26, June.
    3. Yuen, Kum Fai & Bin Saidi, Muhammad Syukri & Bai, Xiwen & Wang, Xueqin, 2021. "Cruise transport service usage post COVID-19: The health belief model application," Transport Policy, Elsevier, vol. 111(C), pages 185-196.
    4. Perdana, Arif & Mokhtar, Intan Azura, 2022. "Seniors’ adoption of digital devices and virtual event platforms in Singapore during Covid-19," Technology in Society, Elsevier, vol. 68(C).
    5. Guttentag, Daniel A., 2010. "Virtual reality: Applications and implications for tourism," Tourism Management, Elsevier, vol. 31(5), pages 637-651.
    6. Li-An Ho & Tsung-Hsien Kuo & Chinho Lin & Binshan Lin, 2010. "The Mediate Effect Of Trust On Organizational Online Knowledge Sharing: An Empirical Study," International Journal of Information Technology & Decision Making (IJITDM), World Scientific Publishing Co. Pte. Ltd., vol. 9(04), pages 625-644.
    7. Heesup Han & Bo Meng & Bee-Lia Chua & Hyungseo Bobby Ryu, 2020. "Hedonic and Utilitarian Performances as Determinants of Mental Health and Pro-Social Behaviors among Volunteer Tourists," IJERPH, MDPI, vol. 17(18), pages 1-14, September.
    8. Ryan Yung & Catheryn Khoo-Lattimore, 2019. "New realities: a systematic literature review on virtual reality and augmented reality in tourism research," Current Issues in Tourism, Taylor & Francis Journals, vol. 22(17), pages 2056-2081, October.
    9. Yuen, Kum Fai & Wang, Xueqin & Ma, Fei & Wong, Yiik Diew, 2019. "The determinants of customers’ intention to use smart lockers for last-mile deliveries," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 316-326.
    10. Chopdar, Prasanta Kr & Balakrishnan, Janarthanan, 2020. "Consumers response towards mobile commerce applications: S-O-R approach," International Journal of Information Management, Elsevier, vol. 53(C).
    11. Yuen, Kum Fai & Chua, Jessana & Li, Kevin X. & Wang, Xueqin, 2022. "Consumer's adoption of virtual reality technologies for marine conservation: Motivational and technology acceptance perspectives," Technological Forecasting and Social Change, Elsevier, vol. 182(C).
    12. Ionica Oncioiu & Iustin Priescu, 2022. "The Use of Virtual Reality in Tourism Destinations as a Tool to Develop Tourist Behavior Perspective," Sustainability, MDPI, vol. 14(7), pages 1-15, April.
    13. Schiopu, Andreea Fortuna & Hornoiu, Remus Ion & Padurean, Ana Mihaela & Nica, Ana-Maria, 2022. "Constrained and virtually traveling? Exploring the effect of travel constraints on intention to use virtual reality in tourism," Technology in Society, Elsevier, vol. 71(C).
    14. Xiaohong Wu & Ivan Ka Wai Lai, 2022. "The use of 360-degree virtual tours to promote mountain walking tourism: stimulus–organism–response model," Information Technology & Tourism, Springer, vol. 24(1), pages 85-107, March.
    15. Hultman, Magnus & Kazeminia, Azadeh & Ghasemi, Vahid, 2015. "Intention to visit and willingness to pay premium for ecotourism: The impact of attitude, materialism, and motivation," Journal of Business Research, Elsevier, vol. 68(9), pages 1854-1861.
    16. Sigala, Marianna, 2020. "Tourism and COVID-19: Impacts and implications for advancing and resetting industry and research," Journal of Business Research, Elsevier, vol. 117(C), pages 312-321.
    17. Jie Zhao & Suping Fang & Peiquan Jin, 2018. "Modeling and Quantifying User Acceptance of Personalized Business Modes Based on TAM, Trust and Attitude," Sustainability, MDPI, vol. 10(2), pages 1-26, January.
    18. Alexandra Theben & Melissa Gerards & Frans Folkvord, 2020. "The Effect of Packaging Color and Health Claims on Product Attitude and Buying Intention," IJERPH, MDPI, vol. 17(6), pages 1-11, March.
    19. Mohammad Al-Nasser & Rushami Zien Yusoff & Rabiul Islam & Abdullah ALNasser, 2014. "Effects Of Consumers’ Trust And Attitude Toward Online Shopping," American Journal of Economics and Business Administration, Science Publications, vol. 6(2), pages 58-71, July.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Dalvi-Esfahani, Mohammad & Mosharaf-Dehkordi, Mehdi & Leong, Lam Wai & Ramayah, T. & Jamal Kanaan-Jebna, Abdulkarim M., 2023. "Exploring the drivers of XAI-enhanced clinical decision support systems adoption: Insights from a stimulus-organism-response perspective," Technological Forecasting and Social Change, Elsevier, vol. 195(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Junwei Chen & Xiaohong Wu & Ivan Ka Wai Lai, 2023. "A Systematic Literature Review of Virtual Technology in Hospitality and Tourism (2013–2022)," SAGE Open, , vol. 13(3), pages 21582440231, August.
    2. Yuen, Kum Fai & Chua, Jie Ying & Li, Xue & Wang, Xueqin, 2023. "The determinants of users’ intention to adopt telehealth: Health belief, perceived value and self-determination perspectives," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    3. Schiopu, Andreea Fortuna & Hornoiu, Remus Ion & Padurean, Ana Mihaela & Nica, Ana-Maria, 2022. "Constrained and virtually traveling? Exploring the effect of travel constraints on intention to use virtual reality in tourism," Technology in Society, Elsevier, vol. 71(C).
    4. Luke Butcher & Billy Sung, 2024. "User experiences with 360 brand videos: device experiences, presence, and creativity driving brand engagement," Journal of Brand Management, Palgrave Macmillan, vol. 31(4), pages 401-414, July.
    5. Yuen, Kum Fai & Bin Saidi, Muhammad Syukri & Bai, Xiwen & Wang, Xueqin, 2021. "Cruise transport service usage post COVID-19: The health belief model application," Transport Policy, Elsevier, vol. 111(C), pages 185-196.
    6. Sabine Panzer-Krause, 2022. "Rural Tourism in and after the COVID-19 Era: “Revenge Travel” or Chance for a Degrowth-Oriented Restart? Cases from Ireland and Germany," Tourism and Hospitality, MDPI, vol. 3(2), pages 1-17, April.
    7. Maksim Godovykh & Carissa Baker & Alan Fyall, 2022. "VR in Tourism: A New Call for Virtual Tourism Experience amid and after the COVID-19 Pandemic," Tourism and Hospitality, MDPI, vol. 3(1), pages 1-11, February.
    8. Arpaci, Ibrahim & Karatas, Kasim & Kusci, Ismail & Al-Emran, Mostafa, 2022. "Understanding the social sustainability of the Metaverse by integrating UTAUT2 and big five personality traits: A hybrid SEM-ANN approach," Technology in Society, Elsevier, vol. 71(C).
    9. Yuen, Kum Fai & Cai, Lanhui & Wee, Shaun Chuin Kit & Wang, Xueqin, 2024. "Pandemic-driven acceptance of urban drone deliveries," Transport Policy, Elsevier, vol. 146(C), pages 356-370.
    10. Christine Petr & Paul Caudan, 2024. "Ethical marketing framework for metaverse simulated experiences of tourism (SET): An exploration of consumers’ aspirations and fears," Post-Print hal-04554364, HAL.
    11. Sotirios Varelas, 2022. "Virtual Immersive Platforms as a Strategic Innovative Destination Marketing Tool in the COVID-19 Era," Sustainability, MDPI, vol. 14(19), pages 1-15, October.
    12. Xu, Feifei & Buhalis, Dimitrios & Weber, Jessika, 2017. "Serious games and the gamification of tourism," Tourism Management, Elsevier, vol. 60(C), pages 244-256.
    13. Kim, Myung Ja & Hall, C. Michael, 2019. "A hedonic motivation model in virtual reality tourism: Comparing visitors and non-visitors," International Journal of Information Management, Elsevier, vol. 46(C), pages 236-249.
    14. Petr, Christine & Caudan, Paul, 2024. "Ethical marketing framework for metaverse simulated experiences of tourism (SET): An exploration of consumers’ aspirations and fears," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    15. Nuno Sousa & Filipa Jorge & Mário Sérgio Teixeira & Nieves Losada & Miguel Melo & Maximino Bessa, 2023. "An Exploratory Study about the Effect of COVID-19 on the Intention to Adopt Virtual Reality in the Tourism Sector," Sustainability, MDPI, vol. 15(11), pages 1-13, May.
    16. Ionica Oncioiu & Iustin Priescu, 2022. "The Use of Virtual Reality in Tourism Destinations as a Tool to Develop Tourist Behavior Perspective," Sustainability, MDPI, vol. 14(7), pages 1-15, April.
    17. Hyunae Lee & Sunyoung Hlee, 2021. "The Intra- and Inter-Regional Economic Effects of Smart Tourism City Seoul: Analysis Using an Input-Output Model," Sustainability, MDPI, vol. 13(7), pages 1-16, April.
    18. Rahimizhian, Sima & Ozturen, Ali & Ilkan, Mustafa, 2020. "Emerging realm of 360-degree technology to promote tourism destination," Technology in Society, Elsevier, vol. 63(C).
    19. Hoang, Sinh Duc & Dey, Sandeep Kumar & Tučková, Zuzana & Pham, Tien Phat, 2023. "Harnessing the power of virtual reality: Enhancing telepresence and inspiring sustainable travel intentions in the tourism industry," Technology in Society, Elsevier, vol. 75(C).
    20. Yuen, Kum Fai & Chua, Jessana & Li, Kevin X. & Wang, Xueqin, 2022. "Consumer's adoption of virtual reality technologies for marine conservation: Motivational and technology acceptance perspectives," Technological Forecasting and Social Change, Elsevier, vol. 182(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:teinso:v:72:y:2023:i:c:s0160791x22003116. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/technology-in-society .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.