Tourists’ virtual reality adoption: an exploratory study from Lake District National Park |
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Authors: | Dario tom Dieck Timothy Jung Natasha Moorhouse |
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Institution: | Faculty of Business and Law, Manchester Metropolitan University, Manchester, UK |
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Abstract: | Virtual reality (VR) transforms the way destinations market their tourism offerings. To fully understand the opportunities of a technology, initial research is required assessing user adoption. However, empirical research and particularly exploratory qualitative research on VR adoption in tourism context is limited. Therefore, this study uses an exploratory interview approach with 35 participants near Lake District National Park, UK. Using thematic analysis, this study explores factors that influence VR adoption as well as the influencing factors on tourists’ behavioural intentions. This study adds to academia by qualitatively exploring the adoption of a scarcely researched technology within the tourism context. |
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Keywords: | Virtual reality (VR) adoption tourism Lake District |
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