Pankaj Vishwakarma, Srabanti Mukherjee, Biplab Datta, Haywantee Ramkissoon
The study examines VR adoption by postulating a comprehensive framework based on benefits and sacrifices by integrating content availability, wearing comfort, anticipated regret, and technology task fit as essential factors for VR adoption among leisure travelers. The data from 406 Indian leisure tourists have been utilized to investigate VR adoption through structural equation modeling. The outcomes indicate the criticality of telepresence (benefit) and health risk (sacrifice) in forming perceived value. Furthermore, anticipated regret and content availability are the primary drivers of VR adoption. The outcomes revealed that the consumers’ perceived task-technology fit enhances their perception of VR usefulness. The study’s findings will help tourism marketers and companies use VR to attract tourists. As perceived health risk has emerged as an inhibitor of using VR. VR marketers should reduce consumers’ perceived risk by guiding them on how to use the technology, as consumers are significantly less informed about this modern technology.