Antecedents and consequences of behavioural intention to use virtual reality in tourism: Evidence from Gen-Y and Gen-Z consumers in Egypt

Abstract

Virtual reality (VR) is an advanced technology that has a significant impact on tourism and travel worldwide. Drawing on the social cognitive theory (SCT) and theory of planned behaviour (TPB), the current paper examined the effect of consumers’ travel fear due to pandemics, wars, and terrorism (TFPWT), their concern about the environmental impact of touristic travel (EITT), and technology anxiety (TA) on their behavioural intention to use VR in tourism and consequently on their willingness to pay premium and electronic word-of-mouth (EWoM). It also analysed the moderating role of venturesomeness. A number of 522 questionnaires from Gen-Y and Gen-Z consumers in Egypt and the covariance-based structural equation modelling (CB-SEM) were used to test the model. The findings showed that consumers’ travel fear and their concern regarding the environmental impact of travel have a significant and positive effect on their behavioural intention to use VR in tourism. On contrary, consumers’ behavioural intention is significantly and negatively influenced by TA. Consumers’ behavioural intention has a significant and positive impact on their willingness to pay premium and EWoM. No significant moderating effect is reported regarding venturesomeness. The research holds significant implications for both theory and practice.