RETRACTED: 360 VR adoption intention in tourism: approach of protection motivation theory
Abstract
Purpose This study endeavors to comprehend the impact of perceived risks and coping strategies on tourists' inclination to participate in virtual tourism. Design/methodology/approach Employing a quantitative methodology and the protection motivation theory (PMT), an online survey was administered to 215 foreign tourists with an awareness of security concerns in Iran. The collected questionnaire data underwent statistical analysis using SPSS and structural equation modeling analysis via SmartPLS software. Findings The findings reveal that perceived severity and vulnerability exert a significant positive influence on the likelihood of embracing 360 VR. Additionally, the positive effect of perceived response efficacy in using 360 VR on adoption intention was confirmed. Notably, perceived self-efficacy in using 360 VR does not significantly affect adoption intention. Finally, the results showed that negative media coverage, unlike the mental image of the destination, has a positive effect on 360 VR adoption intention. Practical implications Extending PMT with 360 VR in tourism risk management allows for more effective risk communication. By immersing tourists in VR simulations, stakeholders can educate them about potential threats, empowering them to navigate risks confidently. This reduces anxiety and enhances travel satisfaction. Moreover, VR integration across sectors promotes a collaborative and proactive approach to risk mitigation within the tourism industry. Originality/value This research extends PMT to understand 360 VR adoption in tourism. It investigates how perceived security risks (severity and vulnerability), coping strategies (response efficacy and self-efficacy), negative media and destination image influence tourists' intention to use 360 VR experiences. The findings offer valuable insights for destination marketers in addressing perceived security risks and promoting 360 VR adoption.