READINESS OF VIRTUAL REALITY IMPLEMENTATION IN MALAYSIAN BUSINESS EVENTS

Abstract

This concept paper examines Malaysia’s readiness to adopt Virtual Reality (VR) in the Meetings, Incentives, Conventions, and Exhibitions (MICE) industry. Drawing on a comprehensive review of literature and the Technology-Organization-Environment (TOE) framework, the study explores the opportunities and challenges of VR adoption in the Malaysian business events context. Key dimensions considered include technological infrastructure, digital literacy, organizational preparedness, and regulatory support. The analysis highlights potential barriers such as high implementation costs, limited skills in immersive technologies, and uneven digital access, while also identifying enablers such as strong government initiatives under Industry 4WRD and increasing digital transformation efforts. As a conceptual contribution, this paper proposes a framework for assessing VR readiness in the MICE sector, providing a theoretical basis for future empirical studies. Practically, it offers insights for policymakers, industry stakeholders, and event organizers to design strategies that enhance Malaysia’s global competitiveness in the digital events landscape.