Factors influencing success of virtual reality in Tunisia’s cultural heritage tourism sites: a UTAUT2 approach extension

Abstract

The tourism industry is evolving rapidly with the emergence of virtual reality (VR), seen as a viable alternative to traditional travel. Our primary aim is to identify the factors influencing the success of VR and provide recommendations for resources, methods, and technology. Our study presents a multi-dimensional conceptual model for the pre-implementation success of VR in the tourism sector. We applied the UTAUT2 model with an additional contextual concept. Data from 352 participants support our model for assessing perceived VR success in Tunisian tourism. The study confirms the significant positive impact of performance expectancy, hedonic motivation, and facilitating conditions on behavioral intention. Personal innovativeness and trust expectancy positively influence performance expectancy. Conversely, effort expectancy negatively affects hedonic motivation. In summary, our research validates the model's suitability for assessing the intention to use VR in tourism activities. This framework is crucial as VR continues to revolutionize the tourism industry.