Tuyen T an; Nguyen Thi Van Hanh
A icle
Technology eadiness and echnology accep ance in
i ual eali y ou ism: An in eg a ion o TOE and TAM
amewo ks
Pakis an Jou nal o Comme ce and Social Sciences (PJCSS)
P o ided in Coope a ion wi h:
Joha Educa ion Socie y, Pakis an (JESPK)
Sugges ed Ci a ion: Tuyen T an; Nguyen Thi Van Hanh (2025) : Technology eadiness and echnology
accep ance in i ual eali y ou ism: An in eg a ion o TOE and TAM amewo ks, Pakis an Jou nal
o Comme ce and Social Sciences (PJCSS), ISSN 2309-8619, Joha Educa ion Socie y, Pakis an (JESPK),
Laho e, Vol. 19, Iss. 1, pp. 102-125
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akis an Jou nal o Comme ce and Social Sciences
2025, Vol. 19(1), 102-125
Pak J Comme Soc Sci
Technology Readiness and Technology Accep ance
in Vi ual Reali y Tou ism: An In eg a ion o TOE
and TAM F amewo ks
T an Tuyen
Uni e si y o Social Sciences and Humani ies, Ho Chi Minh Ci y, Vie nam
Vie nam Na ional Uni e si y, Ho Chi Minh Ci y, Vie nam
Email: uyen [email protected]. n
Nguyen Thi Van Hanh (Co esponding au ho )
Uni e si y o Social Sciences and Humani ies, Ho Chi Minh Ci y, Vie nam
Vie nam Na ional Uni e si y, Ho Chi Minh Ci y, Vie nam
Email: nguyen hi anhan[email p o ec ed]u. n
A icle His o y
Recei ed: 08 Jan 2025
Re ised: 04 Ma 2025
Accep ed: 17 Ma 2025
Published: 31 Ma 2025
Abs ac
Vi ual eali y (VR) ou ism p esen s a c ea i e way o imp o e a el expe iences and
o e s sma a el. On he o he hand, compa ed o weal hy na ions wi h sophis ica ed
in o ma ion in as uc u e and sma ou ism suppo , he exploi a ion o VR ou ism in
eme ging ou ism economies looks o be limi ed. Focusing on Ho Chi Minh Ci y, Vie nam,
a case s udy o g owing ou ism businesses, his pape a emp s o es ablish a model
iden i ying elemen s in ol ing VR ou ism accep ance in de eloping ma ke s. Expanding
he Technology Accep ance Model (TAM) wi h he Technology, O ganiza ion, and
En i onmen (TOE) amewo k helps his model o emphasize elemen s like o ganiza ional
eadiness and knowledge o VR ou ism in de eloping coun ies. Using pa ial leas squa es
s uc u al equa ion modeling (PLS-SEM) on da a se o 260 ou ism companies, he esul s
show ha pe cei ed ease o use is less impo an , pe cei ed use ulness o VR ou ism has
he la ges e ec on adop ion in en ions. Policy a iables ha e li le e ec ; c i ical elemen s
a e echnological de elopmen s and o ganiza ional abili y, compa ibili y. The e o e, in
g owing ou ism indus ies, inno a ion, use ulness and a ailabili y o VR ou ism play he
mos signi ican ole. These indings sugges heo e ical and p ac ical implica ions on VR
ou ism adop ion in de eloping ma ke s.
Keywo ds: Vi ual eali y ou ism, echnology accep ance model (TAM), echnology,
o ganiza ion and en i onmen (TOE) amewo k, ou ism en e p ises.
Tuyen & Hanh
103
1. In oduc ion
Vi ual eali y (VR) ou ism has ans o med he a el sec o in many de eloped na ions
by p o iding imme si e expe iences ha enable isi o s o isi dis an loca ions wi hou
e e lea ing hei homes (Ve ma e al., 2022; Zhang & Hwang, 2024). In addi ion o
changing how ou is s engage wi h des ina ions, VR ou ism has p o ided businesses wi h
new oppo uni ies o ma ke , deli e engaging expe iences, and mee ou is s' g owing
a el demands. (Gu en ag, 2010). Mo eo e , VR ou ism makes a el planning mo e
pa icipa o y and in o med by allowing use s o p e iew loca ions, expe iences, and
a ac ions be o e deciding.
Howe e , as compa ed o coun ies wi h ma u e ou ism economies, VR ou ism adop ion
has been slow and emains e y limi ed in he eme ging ma ke . Al hough he adop ion o
echnology is g owing quickly in some me opoli an a eas, he ou ism indus y as a whole
con on s echnological, inancial, and in as uc u e obs acles ha p e en VR ou ism
om becoming widely used (Id is e al., 2021; Jude & Ukekwe, 2020). Tou ism businesses
in hese a eas a e s ill s uggling o ealize he ull po en ial o VR ou ism, and ins ead o
emb acing all o i s ad an ages, much o he a en ion is s ill on emo ing hese obs acles.
T a el agencies, unlike o he ypes o ou ism i ms, a ely use VR ou ism in ma ke ing
ac i i ies, p oduc de elopmen , o sma ou ism se ices. The e o e, i is necessa y o ind
ou he easons behind he limi ed use o VR ou ism by hese businesses.
This p oblem also a ec s schola ly s udy. The e is almos limi ed s udy on how ou ism
en e p ises in de eloping economies use VR ou ism, in con as o he abundance o
s udies on he in luence o VR on ou is s' beha io s and expe iences (Yung & Khoo-
La imo e, 2019). The e is a gla ing knowledge acuum on he ac o s ha encou age o
hinde companies om implemen ing his kind o ou ism, and he exis ing esea ch
me hods a e no ailo ed o hese ma ke s' pa icula equi emen s. This esea ch gap should
be con ibu ed h ough s udying he uses o VR ou ism om he ou ism businesses side.
Ho Chi Minh ci y, Vie nam, a ypical case s udy in his con ex . Despi e he ci y’s ich
his o ical and cul u al o e ings, as well as Vie nam’s o e all g ow h in ou ism,
echnological ad ancemen s in his sec o ha e no ye eached hei ull po en ial (Tuyen
& Van Hanh, 2024). The e o e, unde s anding he ac o s ha in luence he adop ion o
VR ou ism by ou ism businesses in such se ings is c ucial o capi alizing on VR
ou ism’s po en ial o d i e g ow h, inno a ion, and compe i i eness.
This s udy seeks o close ha gap by c ea ing a new esea ch model ha ocuses on he
elemen s d i ing VR ou ism adop ion by a el agencies in de eloping na ions, especially
in Ho Chi Minh Ci y. A sui able se ing o esea ching VR in eg a ion in ou ism is Ho
Chi Minh Ci y, Vie nam, a signi ican economic and cul u al cen e . Unlike much o he
exis ing esea ch, which ends o cen e on ou is s’ expe iences and beha io al esponses
o VR ou ism (Gu en ag, 2010; Yung & Khoo-La imo e, 2019), his s udy o e s a esh
Technology Readiness and Technology Accep ance in Vi ual Reali y Tou ism
104
pe spec i e by concen a ing on he business adop ion o VR ou ism in eme ging ma ke s.
By means o iden i ica ion and e alua ion o hese aspec s, his s udy o e s a new model
ha migh o m he basis o nex esea ch on he accep abili y o VR ou ism in like
de eloping economies, pa icula ly Asian ou ism g owing ma ke s. Apa om he ac o s
hemsel es, he model p oposed he e shows how economic and echnological aspec s a ec
he business en i onmen in de eloping coun ies. This s udy could enable a el
companies o be e unde s and how o use VR ou ism o boos o e s, imp o e se ices,
and expand cus ome base. This sol es a clea knowledge gap in he ield o ou ism
s a egy and academics.
The s udy is o ganized in o i e sec ions: in oduc ion, li e a u e e iew wi h hypo hesis
de elopmen , esul s, discussion and implica ions, and an explo a ion o he s udy’s
limi a ions and sugges ions o u u e esea ch.
2. Li e a u e Re iew
2.1. Vi ual Reali y Tou ism and Tou ism En e p ise Adop ion
Some schola s de ine i ual eali y (VR) ou ism as he use o VR echnology in o
ac i i ies connec ed o ou ism (Yung e al., 2021; Zhang & Hwang, 2024). They unde line
ha VR ou ism is he expe ience o a el in a i ual en i onmen made easible by
echnology ad ances. Fo ins ance, Beck, Rainoldi, and Egge (2019) claim ha VR
ou ism comp ises 360-deg ee expe iences and o he ools allowing gues s o use hei
hea ing, ision, and o he senses (Beck e al., 2019). S anley (2017) simila ly cha ac e izes
VR ou ism as a ype o a el ha gi es po en ial isi o s he chance o in es iga e si es,
ac i i ies, and e en s wi hin hei na i e coun y, he e o e suppo ing hei decision-
making p ocess o nex ips (Kim e al., 2020).
In addi ion, some s udies indica e ha VR ou ism ough o be ega ded as a echnological
end du ing he pandemic, possessing ma ke ing alue a he han being conside ed a
dis inc ou ism p oduc . Howe e , his pe spec i e is uncommon and in equen ly
e e enced in ou ism li e a u e. Cu en ly, he concep o VR ou ism is mainly app oached
as ollows: VR ou ism is a a el expe ience based on elec onic de ices as a eplacemen
o physical a el (P ideaux, 2005). VR ou ism se es as a o m o subs i u e ou ism,
enabling a el wi hou physical mo emen , o as a means o enhance ou ism expe iences
(Beck e al., 2019; Ve ma e al., 2022; Wiangkham e al., 2025). VR ou ism can be
cha ac e ized as ollows based on he p e iously discussed pe spec i es: VR ou ism e e s
o a o m o a el ha u ilizes echnology, pa icula ly ad anced i ual eali y sys ems. I
imp o es he a el expe ience and suppo s sus ainable ou ism de elopmen by allowing
indi iduals o engage wi h a ious loca ions i ually o by p o iding supplemen a y
expe iences a hose si es.
F om he s andpoin o a el agencies, VR ou ism and associa ed echnologies p o ide a
mul i ude o uses o a a ie y o comme cial endea o s. In addi ion o suppo ing
sus ainable ou ism de elopmen , hese include ma ke ing and p omo ion, sha ing
Tuyen & Hanh
105
in o ma ion abou ou ism, imp o ing isi o expe iences, di e si ying ou ism p oduc s,
building ela ionships wi h ou is s, and enhancing he epu a ion o ou ism businesses
(Beck e al., 2019; Gu en ag, 2010; Yung & Khoo-La imo e, 2019). Fu he mo e, ou ism
businesses can de elop VR expe iences a ou ism des ina ions o enhance on-si e isi o
engagemen and suppo business g ow h. The COVID-19 pandemic unde sco ed he
iabili y o VR as a subs i u e o physical a el, highligh ing he ad an ages o his
echnology (Kwok & Koh, 2021; Pa k & Jones, 2021). To acili a e in e ac ion o dis an
ou is s, a ious ou ism en e p ises and indi iduals ha e in es ed in c ea ing imme si e
i ual eali y expe iences, pa icula ly o he i age ou ism and his o ical si e ou s (Chin
& Wong, 2024).
The adop ion o VR in ou ism a ies ac oss di e en en e p ises. Cul u al pa ks,
amusemen pa ks, museums, and his o ical he i age si es ha e ac i ely in eg a ed VR o
enhance isi o expe iences (Hassapopoulou, 2018; Hsiao e al., 2021; Ji e al., 2023). In
con as , a el agencies, ho els, and es au an s ha e been slowe o adop his echnology,
mainly due o unce ain ies abou i s business alue. Fo a ac ions, VR o e s imme si e
s o y elling, i ual si e isi s, and in e ac i e expe iences, making i a aluable ool o
engagemen (Lee e al., 2020; Yung & Khoo-La imo e, 2019). Howe e , se ice-based
businesses like a el agencies may s uggle o jus i y VR’s impac on bookings, while
ho els and es au an s may see limi ed bene i s beyond i ual acili y ou s (McLean &
Ba ho s , 2021; Zeng e al., 2020).
Exis ing esea ch has la gely ocused on VR’s echnological and expe ien ial aspec s a he
han i s business implica ions (Yung & Khoo-La imo e, 2019; Zhang & Hwang, 2024).
Resea ch using he echnology accep ance model shows how simple i ual eali y
echnology and equipmen a e. Resea ch seeks o elucida e he i ual eali y expe ience
h ough use s' pe cei ed ad an ages and pe cei ed ease o use (Xian, 2020; Zhang &
Hwang, 2023).
The li e a u e e iew demons a es ha VR ou ism is a no ewo hy a ea o esea ch
a ac ing conside able in e es in he ou ism sec o . Despi e a ying pe spec i es on
insigh s and oles wi hin ou ism, he majo i y o s udies concu on he necessi y o hei
applica ion. Resea ch equen ly emphasizes he expe iences o ou is s and p o ides
ex ensi e de ails (Yung & Khoo-La imo e, 2019). Resea ch on he business aspec s o
ou ism emains limi ed due o he lack o speci ic s udies, pa icula ly conce ning he
capaci y o VR applica ion. This challenge is e en mo e p onounced in eme ging ou ism
ma ke s, whe e echnological adop ion aces addi ional ba ie s. This esea ch gap needs
o be explo ed o unde s and he easibili y, e ec i eness, and po en ial impac o VR on
di e en ypes o ou ism en e p ises. Fu he in es iga ion can p o ide insigh s in o he
s a egic in eg a ion o VR, helping businesses maximize i s bene i s and o e come
adop ion challenges.
Technology Readiness and Technology Accep ance in Vi ual Reali y Tou ism
106
2.2 Concep ual F amewo k o Resea ch on he Adop ion o Vi ual Reali y in he Tou ism
Indus y
A wide ange o concep ual amewo ks ha e been de eloped o pa icula aims, wi h he
Technology Accep ance Model (TAM) acknowledged as he mos widely u ilized op ion
(B yan & Zu a, 2021). The Technology Accep ance Model (TAM), in oduced by F ed
Da is in his PhD hesis in 1986, has been ex ensi ely u ilized and u he e ined by se e al
schola s o examine, p edic , and e alua e he adop ion o de eloping echnologies.
The Technology Accep ance Model (TAM), as p oposed by Da is (1989), conside s
pe cei ed use ulness, pe cei ed ease o use, and in en ion o use as he h ee p ima y ac o s
in luencing use mo i a ion (Da is, 1989). TAM 2 (Venka esh & Da is, 2000), TAM 3
(Venka esh & Bala, 2008), and he Uni ied Theo y o Accep ance and Use o Technology
(UTAUT) ep esen no able adap a ions o he o iginal TAM model ha ha e eme ged o e
ime (Zhang & Hwang, 2023).
The TAM has been u ilized o analyze ou is beha io ega ding he adop ion o
echnology wi hin VR ou ism. The scope o TAM is s ill limi ed, e en wi h i s expansion
h ough he inco po a ion o addi ional models. The p ima y ocus o hese hyb id models
is he expe iences o isi o s in he i ual wo ld.
A signi ican gap exis s in he de elopmen o concep ual amewo ks speci ically designed
o ou ism- ela ed en e p ises.
In he business domain, he e is an absence o comp ehensi e heo e ical amewo ks ha
su icien ly add ess he e ec i e use o echnology (Awa e al., 2015). The Technology–
O ganiza ion–En i onmen (TOE) amewo k has been employed o elucida e he
comp ehensi e dimensions o echnology u iliza ion in co po a e en i onmen s (B yan &
Zu a, 2021). Since i s concep ion, esea che s ha e enhanced he TOE model by
inco po a ing addi ional ac o s in o i s h ee componen s (B yan and Zu a, 2021). This
s a egy is essen ial o ou ism businesses o s eng hen p epa edness o echnology
in eg a ion ac oss all dimensions, as i e alua es echnology applica ions and pinpoin s
a eas o imp o emen (B yan & Zu a, 2021; Liu, 2019).
Building upon he insigh s om he a o emen ioned e iew o concep ual amewo ks in
VR ou ism esea ch, his esea ch aims o make a con ibu ion by expanding he academic
amewo k, de i ed om he in eg a ed pe spec i e o TOE along wi h TAM in he ou ism
ield. This app oach ex ends beyond he con ines o exis ing esea ch models, o e ing a
mo e comp ehensi e unde s anding o echnology adop ion and digi al ans o ma ion in
ou ism i ms, especially o VR ou ism in en ion adop ion.
Tuyen & Hanh
107
2.3 Hypo heses De elopmen
2.3.1 E ec o Pe cei ed Ease o Use and Pe cei ed Use ulness on VR Tou ism Adop ion
In en ion
Upon examining ele an empi ical s udies conce ning he TAM model, i has been
consis en ly alida ed ha pe cei ed ease o use and pe cei ed use ulness impac
echnology adop ion in en ions (Da is, 1989). In he con ex o VR ou ism, i can be
cons ued as a echnology-d i en o m o ou ism, inco po a ing ea u es o i ual eali y
and o he ele an echnologies (Ve ma e al., 2022). Consequen ly, VR ou ism p oduc s
a e likely o c ea e use s' pe cep ions o ease o use and use ulness when expe iencing i
(Yang e al., 2022). Consequen ly, i ollows ha he in en ion o adop VR ou ism is
indeed in luenced by hese wo c i ical ac o s: pe cei ed ease o use and pe cei ed
use ulness. Following hypo heses we e he e o e p oposed:
➢ H1: Pe cei ed ease o use o VR ou ism has a posi i e e ec on in en ion o use
his kind o ou ism p oduc .
➢ H2: Pe cei ed use ulness o VR ou ism has a posi i e e ec on in en ion o use
his kind o ou ism p oduc .
S udies show ha cus ome s' pe cep ions o he u ili y o echnology enhance when i s ease
o use is pe cei ed posi i ely (Zhang & Hwang, 2023). Use s end o pe cei e new
echnology as aluable and sui able o hei needs when i is s aigh o wa d and easy o
use. Con e sely, consume s may pe cei e a complex echnology as insu icien o hei
needs, esul ing in a educed assessmen o i s u ili y, especially i i necessi a es mul iple
de ices and in ol es a signi ican lea ning cu e. This a icle p oposes he ollowing
hypo hesis:
➢ H3: Pe cei ed ease o use o VR ou ism has a posi i e e ec on pe cei ed
use ulness.
2.3.2 E ec o Technological Imp o emen on Pe cei ed Ease o Use, Pe cei ed
Use ulness and O ganiza ional Compe ency, Compa ibili y and Readiness
The p esen s a e o echnological p og ess and he ex en o which en e p ises may eadily
in eg a e inno a i e echnology o enhance hei compe i i e ad an ages exempli y
echnological ad ancemen (Zhang & Hwang, 2023). Technological p og ess in i ual
eali y e e s o i s accessibili y and a ailabili y (Ve ma e al., 2022). Tou ism en e p ises
can eadily implemen his echnology, among o he ele an inno a ions (K ama e al.,
2021). Fu he mo e, he use o i ual eali y may ca alyze g ow h and p o ide a el-
ela ed en e p ises wi h a compe i i e ad an age (Ve ma e al., 2022; Zhang & Hwang,
2023). Consequen ly, he subsequen heo ies ha e been o mula ed:
➢ H4: Technological imp o emen has a posi i e e ec on pe cei ed ease o use.
➢ H5: Technological imp o emen has a posi i e e ec on pe cei ed use ulness.
Technology Readiness and Technology Accep ance in Vi ual Reali y Tou ism
108
➢ H6: Technological imp o emen has a posi i e e ec on o ganiza ional
compe ency, compa ibili y and eadiness.
2.3.3 E ec o O ganiza ional Compe ency, Compa ibili y and Readiness on Pe cei ed
Ease o Use and Pe cei ed Use ulness
O ganiza ional compe ency and eadiness can be de ined as he o ganiza ion's alignmen
and compa ibili y wi h new echnologies h ough empi ical esea ch using he TOE model
(Al Hadwe e al., 2021; Cha e jee e al., 2021). This includes hings like leade ship
suppo , s a compe encies, and budge planning (Awa e al., 2015). Manage s' and
employees' pe cep ions o i ual eali y echnologies a e in luenced by o ganiza ional
compe ency and eadiness. Manage s and s a ind VR ou ism mo e use ul and accessible
o hei p oduc de elopmen when hese p epa a ions a e made (Cha e jee e al., 2021).
Addi ionally, when hinking abou adop ing echnology, an o ganiza ion's compa ibili y is
also qui e impo an (Al Hadwe e al., 2021). The ease wi h which i ual eali y
echnology can be in eg a ed and aligned wi h an o ganiza ion's cu en p ocedu es and
in as uc u e is known as o ganiza ion compa ibili y (Huang e al., 2016). Manage s may
iew he adop ion o new echnology as di icul and no especially ad an ageous o hei
o ganiza ions i he en e p ise's cu en s a e does no suppo i . The ollowing hypo heses
ha e been de eloped in ligh o he a o emen ioned analysis:
➢ H7: O ganiza ional compe ency, compa ibili y and eadiness ha e posi i e e ec s
on pe cei ed ease o use.
➢ H8: O ganiza ional compe ency, compa ibili y and eadiness ha e posi i e e ec s
on pe cei ed use ulness.
2.3.4 E ec o En i onmen al Suppo on Pe cei ed Ease o Use, Pe cei ed Use ulness
and O ganiza ional Compe ency, Compa ibili y and Readiness
The en i onmen al con ex (B yan and Zu a, 2021; Liu, 2019) is he in luence o he
ex e nal en i onmen on an o ganiza ion comp ising aspec s such as go e nmen aid and
compe i i e p essu e. Pa icula ly in ci ies, sma ou ism and digi al ans o ma ion clea ly
show a end (Moo house, 2019). This end g ea ly in luences he me hods o s a egy
o mula ion and echnology adop ion in ou ism companies. Pa icula ly he compe i i e
p essu es in he a el sec o , he g owing demand om isi o s o a ange o expe iences,
and he in luence o social suppo help o u he desc ibe he en i onmen al se ing (Awa
e al., 2015).
Once hese elemen s a e known, en e p ise manage s could s a o conside VR ou ism as
a po en ial a el indus y end (Zhang and Hwang, 2023). Consequen ly, he appa en
alue and con enience o use o VR ou ism migh ise, which could a ec he a i ude o
hei company o apply i (Cha e jee e al., 2021). Gi en he e idence o e ed, he
ollowing hypo heses ha e de eloped:
➢ H9: En i onmen al suppo has a posi i e e ec on pe cei ed ease o use.
Tuyen & Hanh
109
➢ H10: En i onmen al suppo has a posi i e e ec on pe cei ed use ulness.
➢ H11: En i onmen al suppo has a posi i e e ec on o ganiza ional compe ency,
compa ibili y and eadiness.
Based on he li e a u e e iew and he hypo heses pu o wa d, he p oposed concep ual
model comp ises six a iables: echnological imp o emen , o ganiza ional compe ency,
compa ibili y, and eadiness, en i onmen al suppo , pe cei ed ease o use, pe cei ed
use ulness, and in en ion o use. The ela ionships among hese a iables a e depic ed in
he ollowing esea ch model.
In a gene al con ex , he p oposed s udy model is delinea ed as illus a ed in Figu e 1.
Figu e 1: P oposed Concep ual F amewo k
3. Me hodology
3.1 Pa icipan s
The cu en s udy cen e s on a el businesses loca ed in Ho Chi Minh Ci y, Vie nam.
Designed o bo h domes ic and in e na ional isi o s, hese a el agencies c ea e and
p omo e mul i-day i ine ues. Key playe s, hey a e e y impo an in using VR ou ism o
Technology Readiness and Technology Accep ance in Vi ual Reali y Tou ism
116
The esul s e eal ha all he hypo heses we e ound o be s a is ically signi ican (Table
4), wi h he excep ion o H3 (PE → PU), H7 (OZ → PU). Among he pa hs be ween he
la en a iables, he in luence o PE on PU was pa icula ly no ewo hy, wi h a pa h
coe icien o 0.130 (p = 0.053), while he ela ionship be ween OZ and PU exhibi ed a
pa h coe icien o 0.134 (p = 0.053), bo h o which we e no s a is ically signi ican . This
sugges s ha H3 (PE → PU) and H7 (OZ → PU) we e no suppo ed by he da a.
Con e sely, bo h PE and PU exhibi ed posi i e associa ions wi h IU. Howe e , PU exe ed
a mo e obus in luence on IU (0.490**) compa ed o PE (0.421**). Among he exogenous
a iables, TE, OZ, and EN posi i ely impac ed bo h PE and PU, wi h he excep ion o OZ,
which solely a ec ed PE (0.269**). TE displayed he mos subs an ial in luence on bo h
PE and PU, wi h pa h coe icien s o 0.413** and 0.337**, espec i ely. A e TE, OZ
exhibi ed a posi i e ela ionship wi h PE, as e idenced by a pa h coe icien o 0.269**.
EN had he weakes impac on bo h PE and PU, wi h pa h coe icien s o 0.143* and
0.174*, espec i ely. No ably, bo h TE and EN equally in luenced OZ, as indica ed by pa h
coe icien s o 0.371** and 0.391**, espec i ely.
The s udy’s indings p o ide aluable insigh s in o he ac o s in luencing he adop ion o
VR ou ism by a el en e p ises. The hypo heses H1, H2, H4, H5, H6, H7 and H11 we e
suppo ed a a 1% signi icance le el, while H9, and H10 we e suppo ed a a 5%
signi icance le el. The esul s indica e ha echnological imp o emen s, o ganiza ional
eadiness, and ex e nal en i onmen al in luences signi ican ly shape pe cep ions o bo h
he use ulness and ease o use o VR ou ism. These pe cep ions, in u n, posi i ely
in luence he in en ion o a el en e p ises o in eg a e VR ou ism in o hei business
ope a ions.
The indings unde sco e he c ucial ole o pe cei ed use ulness and pe cei ed ease o use
in shaping adop ion in en ions. Speci ically, pe cei ed use ulness exe s a s onge
in luence on adop ion in en ion han pe cei ed ease o use (β = 0.490 s. β = 0.421). This
sugges s ha a el en e p ises a e mo e likely o adop VR ou ism i hey pe cei e i as
bene icial o hei ope a ions, a he han me ely easy o use. In e es ingly, pe cei ed ease
o use does no ha e a s a is ically signi ican impac on pe cei ed use ulness a a 5%
signi icance le el, implying ha ease o use alone may no necessa ily enhance pe cep ions
o he echnology’s bene i s.
Fu he analysis e eals ha pe cei ed ease o use is p ima ily d i en by echnological
imp o emen s (β = 0.413), ollowed by o ganiza ional eadiness (β = 0.269) and ex e nal
en i onmen al in luences (β = 0.143). This highligh s he impo ance o ad ancemen s in
VR echnology in educing pe cei ed complexi y and enhancing use expe ience.
Simila ly, pe cei ed use ulness is mos s ongly in luenced by echnological imp o emen s
(β = 0.337), ollowed by ex e nal en i onmen al in luences (β = 0.174) and o ganiza ional
eadiness (β = 0.134). This sugges s ha while echnological p og ess plays a key ole in
making VR ou ism mo e appealing o businesses, ex e nal ac o s such as ma ke ends
and indus y suppo also con ibu e o shaping i s pe cei ed alue.
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5. Discussion, Implica ions and Conclusion
5.1 Discussion
The pu pose o his s udy was o de e mine he e ec o echnological, o ganiza ional, and
en i onmen al ac o s on pe cep ions o ou ism en e p ise manage s ega ding VR ou ism
(on pe cei ed ease o use and pe cei ed use ulness). The s udy expanded he TAM by
adding he TOE amewo k, using PLS-SEM, wi h a sample o 260 ou ism en e p ise
manage s in Ho Chi Minh Ci y, Vie nam.
The indings o his s udy demons a e ha PE and PU o VR ou ism posi i ely in luence
he in en ion o adop (IU) his o m o ou ism. In he con ex o echnological,
o ganiza ional, and en i onmen al ac o s, hey ha e a posi i e in luence on he pe cep ions
o ou ism en e p ise manage s ega ding VR ou ism (PE and PU). Fu he mo e,
imp o ing echnology and ecei ing suppo om he en i onmen can boos an
o ganiza ion's capabili ies, adap abili y, and eadiness.
Fi s , pe cei ed ease o use and pe cei ed use ulness o VR ou ism posi i ely in luence
he in en ion o adop (IU) his o m o ou ism wi hin ou ism en e p ises in Ho Chi Minh
Ci y, Vie nam. This esul unde sco ed he impo ance o ensu ing ha i ual eali y
echnology and ela ed echnologies employed in VR ou ism a e use - iendly and sui able
o in eg a ion in o ou ism en e p ises.
P e ious s udies on he adop ion o echnology in he a el indus y ha e egula ly shown
consis en cong uence (Lin e al., 2020; Zhang & Hwang, 2023). Fo ins ance, he e is
s udy shows ha he choice o implemen sma ou ism applica ions in Vie nam is
in luenced by PE and PU posi i ely (Hung e al., 2020). These esul s coincide wi h he
esea ch by Alqa an e al. (2019), in which PU was ound o ha e a mo e signi ican
in luence han PE on he accep abili y o M-comme ce applica ions among small and
medium-sized a el companies (Alqa an e al., 2019). In he amewo k o VR ou ism,
esea ch by Zhang, Y., & Hwang, J. in 2023 indica es ha use s' posi i e ecep ion o
echnology (Zhang & Hwang, 2024) poin s VR ou ism owa d expansion.
Using new echnology calls o p o ing hei p ac ical alue in he a el indus y ( Hung
e al., 2020). Manage s o s a membe s who see he use ul bene i o a new echnology
o hei ope a ions usually in end o apply i . In e ms o VR ou ism, i s alue uns in
se e al angles. By means o a s udy o li e a u e and p agma ic applica ion, his esea ch
implies ha VR ou ism migh be a use ul ool o ou ism companies, so imp o ing isi o
expe iences and b oadening hei o e s (Ve ma e al., 2022; Zhang & Hwang, 2024).
Mo eo e , VR ou ism has been con i med as a success ul ma ke ing ool (Chang &
Chiang, 2022), so in luencing ac ual ou ism (Kim & Hall, 2019).
Though o a somewha less deg ee han pe cei ed u ili y, i also a o ably a ec s he
willingness o use VR ou ism in e ms o pe cei ed ease o use. Resea ch al eady in
publica ion epea edly emphasizes how much consume s' in en ions o adop new
Technology Readiness and Technology Accep ance in Vi ual Reali y Tou ism
118
echnologies a e shaped by hei appa en simplici y o use (B yan and Zu a, 2021). This
can be explained in he amewo k o ou ism businesses by he a ac ion o simple and
use - iendly echnology o s a membe s (Awa e al., 2015). Mo eo e , a majo
de e minan o his choice is how well he echnology i s he cu en echnological se up
o he company (Cha e jee e al., 2021).
Vi ual eali y and VR ou ism also demand ce ain ools and echnological expe ise o
hei implemen a ion in ou ism businesses (Gu en ag, 2010). In i s simples o m, his
migh in ol e c ea ing websi es o mobile applica ions o ou ism ma ke ing and i ual
a el expe iences (Dong, 2010). A a mo e ad anced le el, hese echnologies can be
in eg a ed in o on-si e ou ism ac i i ies using specialized p o essional equipmen (Lee e
al., 2020; Manghisi e al., 2017).
Wi hin he amewo k o he TAM, i is es ablished ha PE should posi i ely in luence PU
In he s udy by Cha e jee e al (2021), i was obse ed ha PE posi i ely impac s PU when
unde s anding AI adop ion in manu ac u ing and p oduc ion i ms using an in eg a ed
TAM-TOE model (Cha e jee e al., 2021). This implies ha when use s pe cei e a
echnology as easy o use, hey a e mo e likely o ecognize i s use ulness. Howe e , in he
speci ic con ex o Ho Chi Minh ci y, i was ound ha PE did no yield a s a is ically
signi ican impac on PU. This can po en ially be explained by he conside able amilia i y
o ou ism en e p ises in a g owing u ban hub like Ho Chi Minh Ci y wi h echnology
applica ions. As a esul , hey migh assess he use ulness o echnologies based on hei
ad an ages a he han elying on he pe cep ion o ease o use. Likewise, hey may choose
o adop VR ou ism e en i i is pe cei ed as complex, as long as i aligns wi h hei i m's
needs and objec i es. These indings a e pa icula ly applicable o o he eme ging
des ina ions wi h a con ex simila o ha o Ho Chi Minh Ci y, Vie nam.
In he con ex o echnological, o ganiza ional, and en i onmen al ac o s, hey ha e a
posi i e in luence on he pe cep ions o ou ism en e p ise manage s ega ding VR ou ism
(PE and PU), excep o OZ no signi ican ly impac ing PU. Among hese ac o s, TE
exhibi s he mos p onounced impac on bo h PE and PU o VR ou ism adop ion, ollowed
by OZ and EN. This ela ionship is oo ed in he concep ha echnological ad ancemen s
make echnology mo e accessible and use ul o use s i s . Then, he o ganiza ional
ac o s, encompassing compe ency, compa ibili y, and eadiness, signi ican ly in luence
how manage s and employees pe cei e and emb ace new echnology adop ion.
Fu he mo e, en i onmen al suppo plays a c ucial ole in encou aging and acili a ing
ou ism en e p ises in he applica ion o new echnologies.
P io esea ch has indeed explo ed he posi i e in luence o TE, OZ, and EN on PE and PU
(Awa e al., 2015; B yan & Zu a, 2021; Liu, 2019). In he s udy conduc ed by Pa eli, e al
(2020), which examined he o ganiza ional adop ion o social media in he hospi ali y
indus y, i was ound ha among he h ee g oups o ac o s conside ed, echnological
ea u es we e deemed o be he mos in luen ial in e ms o hei p edic i e capaci y (Pa eli
e al., 2020). Fu he mo e, in a 2021 Cha e jee e al. s udy, TE, OZ, and EN we e ound o
Tuyen & Hanh
119
posi i ely in luence PE and PU (Cha e jee e al., 2021). Bu in he s udy, a unique esul
su aced whe eby OZ had no app eciable impac on physical educa ion. The a he smalle
sample size (340 esponden s) could be one possible cause o his disc epancy and help o
explain he di e en esul .
Rega ding Ho Chi Minh Ci y speci ically, OZ was seen o a ec PE bu no PU. This
ou come could be explained by se e al elemen s. Like he wo k o Cha e jee e al. (2021),
one con ibu ing elemen could e y ce ainly be he sample size—260 esponden s. Bu as
was al eady men ioned, he g ea deg ee o knowledge among ou ism businesses in a as -
expanding u ban cen e wi h echnological applica ions could be a majo elemen
p oducing his ou come. These businesses migh e alua e he alue o VR ou ism mos ly
depending on echnological de elopmen s and he help gi en by he a el sec o , he e o e
educing he impac o OZ on PU.
Mo eo e , he s udy also e eals ha bo h TE and EN exe a posi i e in luence on OZ.
This sugges s ha when echnology expe iences imp o emen and ecei es suppo om
he en i onmen , i s imula es ou ism en e p ises o enhance hei compe ency,
compa ibili y, and eadiness o he adop ion o VR ou ism.
5.2 Theo e ical Implica ions
Theo e ically, his s udy adds o he co pus o knowledge al eady in use in he sec o o
ou ism by means o pas s udies. Pa icula ly du ing and du ing he COVID-19 pandemic,
VR ou ism is a newly de eloping and somewha popula ype o a el (Ve ma e al.,
2022). Al hough many esea che s ha e examined i s use om se e al angles, he e is s ill
a dea h o s udies looking a he in en ion o use VR ou ism om he s andpoin o ou ism
businesses (Yung & Khoo-La imo e, 2019).
Fu he de elopmen o VR ou ism as a subs i u e p oduc wi hin he a el sec o depends
on an awa eness o he goals o ou ism companies on he accep ance o VR ou ism. This
s udy also p o ides a mo e all-encompassing iew o he possible in en s o hese
businesses, so cla i ying hei pa in o ming he scene o VR ou ism.
Mo eo e , his e o imp o es he body o cu en knowledge by e i ying i s c ea i e
app oach. Many esea ch in he echnology and comme cial sec o s ha e made g ea use
o he TOE and TAM (Awa e al., 2015; Cha e jee e al., 2021). Ne e heless, gi en he
pa icula con ex o he a el indus y, he TOE pa adigm has no been ex ensi ely
emb aced and he e has been somewha limi ed in eg a ion o TOE wi h TAM. The e o e,
his wo k is one o he i s ones o ex end he TAM by using he TOE amewo k, so
enabling an analysis o in en ion o emb ace VR ou ism.
Fu he mo e, his s udy adds o mode n a el pa e ns, especially in ela ion o g owing
me opoli an a eas ac i ely suppo ing digi al ans o ma ion and sma ou ism g ow h
(A sa manesh & Cama inha-Ma os, 2000; Id is e al., 2021). Rega ding Ho Chi Minh Ci y,
he indings o he s udy highligh he c i ical impo ance o echnical de elopmen since
Technology Readiness and Technology Accep ance in Vi ual Reali y Tou ism
120
i a ec s PE and PU mos o all, he e o e impac ing he in en ion o use VR ou ism. These
esul s ha e mo e gene al ele ance and applicabili y han only Ho Chi Minh Ci y,
Vie nam; hey also apply o o he de eloping loca ions wi h compa able con ex ual
ea u es.
5.3 P ac ical Implica ions
This s udy possesses p ac ical implica ions o he ou ism indus y. The esea ch indings
a e applicable o ou ism en e p ises in eme ging ou ism sec o s and a e pe inen o he
in e sec ion o ou ism and echnological ad ancemen .
This s udy examines he po en ial ad an ages o VR ou ism o a el companies and he
ac o s in luencing i s adop ion in eme ging ou ism ma ke s. I can en ich ou is s'
expe iences, expand hei p oduc op ions, unc ion as a po en ma ke ing ins umen , and
ad oca e o en i onmen ally sus ainable a el. U ilizing hese ad an ages, businesses can
in eg a e VR ou ism in o hei s a egy, aiding ci ies in emb acing digi al echnology and
os e ing mo e in elligen ou is beha io s (Id is e al., 2021). Addi ionally, municipal
au ho i ies and ou ism businesses ough o ega d VR ou ism as a s a egy o ad ancing
ecologically sus ainable a el. VR ou ism can mi iga e he ad e se impac s o ou ism on
des ina ions while simul aneously aiding in he p ese a ion and es o a ion o cul u al
he i age (Yung & Khoo-La imo e, 2019; Zhang & Hwang, 2023).
Second, he simplici y o use and pe cei ed u ili y o VR ou ism a e wo majo ac o s
in luencing he ou ism indus y's willingness o adop i . The u ili y and ease o i ual
a el can be imp o ed as echnology ad ances. To ensu e ha i ual eali y echnology
and ela ed echnologies a e compa ible wi h he ope a ions o ou ism i ms, he e is a
huge need o imp o e hem in he con ex o VR ou ism (Ve ma e al., 2022). This upg ade
should be adap ed o he a ious i ual ou ism applica ion ie s. This includes mo e
ad anced e sions ha le e age echnology in homes and ou ism a ac ions, as well as
simple implemen a ions on websi es o mobile apps. Fu he mo e, VR ou ism should be
adap able enough o mee a a ie y o needs (Ve ma e al., 2022). I can be a bene icial ool
o hose wi h physical a el es ic ions, such as he elde ly, people wi h disabili ies, o
hose wi h es ic ed a ailabili y. I can also allow you o in es iga e places ha would
o he wise be inaccessible o non-exis en .
Thi d, as he ci y g ows, en i onmen al suppo will be i al o os e ing a posi i e iew o
VR ou ism (Id is e al., 2021). The go e nmen 's e o s o design legisla ion incen i izing
a el agencies o use VR ou ism may be gene a ing his suppo . These ules may include
labo aining p og ams, inancial incen i es, and echnological help. A obus
in as uc u e o digi al ans o ma ion in ou ism i ms is c i ical in a apidly ising
me opolis like Ho Chi Minh me opolis, Vie nam. The compe i i e na u e o he a el
and ou ism indus y u he encou ages hese en e p ises o emb ace VR ou ism. This
measu e boos s hei ma ke ing ini ia i es while also widening hei p oduc o e ings.
Tuyen & Hanh
121
Finally, i is i al o consis en ly seek ou new ways o imp o e an o ganiza ion's
capabili ies, lexibili y, and p epa a ion. These aspec s ha e a signi ican impac on
consume s' imp essions o VR ou ism's usabili y and con enience o use, which in u n
de e mines hei inclina ion o use he se ice. We could ocus on en i onmen al suppo
and echnological de elopmen s o help an o ganiza ion. As a esul , i makes sense o enac
ules ha encou age businesses o de elop hei echnology in a g owing ci y. By
encou aging en e p ises o p epa e o he ansi ion o digi al me hods, hese policies boos
hei compe i i eness and eadiness o accommoda e VR ou ism.
5.4 S udy Limi a ions and Fu u e Recommenda ions
This wo k has ce ain limi a ions. Fi s , al hough his wo k ied o c ea e a sui able model
o examine he desi e o emb ace VR ou ism among ou ism businesses, he e could be
addi ional elemen s ha could be included in nex s udies. Thus, by always ex ending he
p esen model, he e is he possibili y o a mo e polished one in he u u e. The s udy
exclusi ely assessed he supplie pe spec i e, neglec ing he ou is iewpoin wi hin he
eme ging ou ism economy. Fu u e s udies should c ea e a model o in es iga e isi o s'
in en ions ega ding VR ou ism. Conside ing bo h supply and demand elemen s, his will
o e a mo e comple e knowledge o VR ou ism inside he a el sec o . The cu en
esea ch model employs only combina ion o TAM and TOE. Howe e , addi ional heo ies
om he business domain, such as he Di usion o inno a ion heo y and T ansac ion cos
heo y, emain a ailable o explo a ion. The in eg a ion o hese heo ies may yield
signi ican insigh s. Mo eo e , u u e esea ch should in es iga e speci ic cha ac e is ics
o VR ou ism, including low, imme sion, and hedonic elemen s, o enhance he esea ch
model.
5.5 Conclusions
The pape s udied impo an ac o s in luencing he ambi ions o ou ism companies o
apply VR ou ism in a g owing a el ma ke . Emphasizing pe cei ed use ulness and
simplici y o use, he s udy examined how en i onmen al, o ganiza ional, and
echnological componen s help o de ine hese imp essions. The Technology Accep ance
Model (TAM) was ex ended in he s udy using he Technology, O ganiza ion, and
En i onmen (TOE) amewo k, he e o e o e ing a whole amewo k wi h deep
heo e ical analysis.
The esul s e eal ha VR ou ism is mo e likely adop ed by ou ism o ganiza ions when
hey see clea ope a ional ad an ages since adop ion in en ions a e mo e d i en by
pe cei ed use ulness han by pe cei ed ease o use. Technical de elopmen was shown o
be he mos signi ican ac o ; o ganiza ional compe ency, i , p epa a ion, and
en i onmen al suppo came second. This unde lines he impo ance o access o cu en
ou ism echnologies in de eloping coun ies as well as he need o o ganiza ional
p epa a ion wi h he equi ed esou ces, echnology, and leade ship suppo .
Technology Readiness and Technology Accep ance in Vi ual Reali y Tou ism
122
The esul s show ha he ou ism indus y needs a digi al ans o ma ion s a egy o
ad ance VR ou ism. Tou ism o ganiza ions can imp o e adap a ion and eadiness wi h
s ong p ocesses. These p o ocols imp o e echnological esou ce in eg a ion,
en i onmen al assis ance, and digi al in eg a ion. These ips can help de eloping a el
businesses capi alize on VR ou ism and adap o sma ou ism.
Resea ch Funding
The au ho s ecei ed no esea ch g an o unds o his esea ch s udy.
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