2398. Influence of virtual reality (VR) on tourist behaviour: Analyzing tourist destinations in the United Kingdom
PENDINGInvited abstract in session WB-61: Behavioral studies in cognate domains 1, stream Behavioural OR.
Wednesday, 10:30-12:00Room: Maurice Keyworth G.31
Authors (first author is the speaker)
| 1. | Irfan Nawaz
|
| Ministry of Human Rights, Ministry of Human Rights |
Abstract
The main objective of the study is to examine the influence of Virtual Reality (VR) on tourist behaviour at events. A purposive sampling technique was used, and the sample size was selected through G*power analysis from two hundred nineteen (n= 219) respondents. Using a quantitative research approach, SmartPLS-4 and Structural Equation Model (SEM) were used to analyze data. The study findings indicated that tourists were more likely to adopt VR tools to captivate the moments of festivals at tourist destinations. It has also been found that the adoption of VR is statistically significant with positive tourist behaviour and a positive predictor to visit tourist destinations. Thus, the study concluded that the adaptability of AI chatbots, social media apps, and mobile apps is a catalyst to attract more tourists to festivals at tourist destinations.
Keywords
- Behavioural OR
- Artificial Intelligence
- Service Operations
Status: accepted
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