Virtual Reality Acceptance in Tourism Product Information: A Study among Young Travelers in Pulau Pangkor, Perak.

Abstract

Virtual reality (VR) refers to a computer-generated simulation that facilitates interaction between users and digital systems, offering immersive three-dimensional (3D) visual experiences that closely replicate real-world environments. This technology is particularly advantageous for presenting tourism product information. In recent years, VR has garnered substantial attention within Malaysia’s tourism industry due to its capacity to deliver interactive, engaging and distinctive experiences for tourists. Conventionally, acquiring tourism-related information at physical tourism counters can be both time-intensive and costly, as it typically involves direct, face-to-face engagement. VR presents an innovative alternative by enabling young travelers to obtain tourism information remotely, without the need for physical presence. As an emerging technology, VR demonstrates significant commercial potential, particularly within the tourism domain. This study seeks to explore the acceptance and ace of VR for accessing tourism product information among young travelers in Pulau Pangkor, Perak. A non-probability convenience sampling technique was employed, whereby questionnaires were distributed to a sample of 100 young respondents. The results indicated that Hedonic Motivation exhibited the strongest correlation with behavioural intention to use VR (Pearson’s r = .781), identifying it as the principal factor influencing VR adoption. These findings suggest that young travelers are increasingly receptive to VR as a viable alternative to traditional means of obtaining tourism information, such as physical tourism counters or online searches. The study contributes to the existing body of knowledge by providing empirical evidence on VR adoption in the Malaysian tourism context and offers valuable insights for future research and technological development in this area.