Publication: Journey into virtual reality: Identifying behavioral intentions to use virtual reality in tourism through spectral clustering
11
0
Issued Date
2025-03-01
Resource Type
eISSN
21998531
Scopus ID
2-s2.0-85211171642
Journal Title
Journal of Open Innovation: Technology, Market, and Complexity
Volume
11
Issue
1
Rights Holder(s)
SCOPUS
Bibliographic Citation
Journal of Open Innovation: Technology, Market, and Complexity Vol.11 No.1 (2025)
Suggested Citation
Wiangkham A., Kieanwatana K., Vongvit R. Journey into virtual reality: Identifying behavioral intentions to use virtual reality in tourism through spectral clustering. Journal of Open Innovation: Technology, Market, and Complexity Vol.11 No.1 (2025). doi:10.1016/j.joitmc.2024.100442 Retrieved from: https://hdl.handle.net/20.500.14740/20374
Author(s)
Author's Affiliation
Corresponding Author(s)
Other Contributor(s)
Abstract
Virtual Reality (VR) holds immense potential to revolutionize the tourism industry by transforming how destinations are marketed and experienced. Research consistently emphasizes VR's ability to enhance and enrich tourist experiences, offering new dimensions of engagement. However, despite its promise, concerns about diminished motivation to interact with VR-enabled attractions may hinder widespread adoption. This study, through the application of Exploratory Factor Analysis and spectral clustering of empirical survey data, aims to identify clusters of behavioral intentions for using VR in tourism based on an extended Technology Acceptance Model (TAM). These clusters, namely Cluster A (“Cautious Travelers”), Cluster B (“Disenchanted Travelers”), Cluster C (“Quality-Seeking Travelers”), and Cluster D (“Information-Driven Travelers”), highlight the critical role of comprehensive destination knowledge and the importance of information access in enhancing the VR tourism experience. By understanding the behaviors and preferences of these groups, businesses and developers can create tailored VR content and experiences that improve user satisfaction with a focus on ease of use and content quality.