Immersive Virtual Reality Experiences: Boosting Potential Visitor Engagement and Attractiveness of Natural World Heritage Sites

Tareq Rasul; Weng Marc Lim; Peter O'Connor; Ashfaq Ahmad; Kashif Farhat; Fernando De Oliveira Santini; Wagner  Junior Ladeira

doi:10.1080/10941665.2024.2332993

Immersive Virtual Reality Experiences: Boosting Potential Visitor Engagement and Attractiveness of Natural World Heritage Sites

Tareq Rasul, Weng Marc Lim, Peter O'Connor, Ashfaq Ahmad, Kashif Farhat , Fernando De Oliveira Santini, Wagner Junior Ladeira

Marketing and Entrepreneurship

Research output: Contribution to journal › Article › peer-review

1 Citation (Scopus)

Abstract

Natural world heritage sites as destinations can have multiple orientations, namely cognitive (learning), affective (hedonism), and sustainability (nature). This study investigates how potential visitors can be attracted to such destinations using virtual reality (VR). Using the Sundarbans mangrove forest (Bangladesh) as a case, and adopting customer engagement and TAM as underlying theories, we collect data from 316 subjects to investigate how ease of use, perceived usefulness, and enjoyment of VR experiences affect intention to visit. In doing so, we reveal that psychological, but not behavioural, engagement serves as a mediator in explaining intention to visit in the context of VR.

Original language	English
Pages (from-to)	515-526
Number of pages	12
Journal	Asia Pacific Journal of Tourism Research
Volume	29
Issue number	5
DOIs	https://doi.org/10.1080/10941665.2024.2332993
Publication status	Published - 1 Apr 2024

Keywords

Customer Engagement
Natural World Heritage Site
Technology Acceptance
Tourism Destination
Tourism Site Orientation
Visit Intention

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10.1080/10941665.2024.2332993

Cite this

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abstract = "Natural world heritage sites as destinations can have multiple orientations, namely cognitive (learning), affective (hedonism), and sustainability (nature). This study investigates how potential visitors can be attracted to such destinations using virtual reality (VR). Using the Sundarbans mangrove forest (Bangladesh) as a case, and adopting customer engagement and TAM as underlying theories, we collect data from 316 subjects to investigate how ease of use, perceived usefulness, and enjoyment of VR experiences affect intention to visit. In doing so, we reveal that psychological, but not behavioural, engagement serves as a mediator in explaining intention to visit in the context of VR.",

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AU - Rasul, Tareq

AU - Lim, Weng Marc

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AU - Ahmad, Ashfaq

AU - Farhat , Kashif

AU - De Oliveira Santini, Fernando

AU - Junior Ladeira, Wagner

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Immersive Virtual Reality Experiences: Boosting Potential Visitor Engagement and Attractiveness of Natural World Heritage Sites

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Keywords

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