UNDERSTANDING THE TRAVELERS’ INTENTION TOWARDS VIRTUAL TOURISM ADOPTION USING VALUE-BASED ADOPTION MODEL

Authors

  • Kelvin Lim Universiti Malaysia Sabah
  • Siti Nor Bayaah Ahmad Universiti Malaysia Sabah
  • Nor Asiah Mahmod Prince Sultan University, Riyadh
  • Irma Wani Othman Universiti Malaysia Sabah
  • Suddin Lada Universiti Malaysia Sabah

Abstract

Virtual Tourism (VT) is defined as a novel concept that enables potential tourists to enjoy tourist sites without visiting them physically. Nonetheless, VT remains a novelty for Malaysian tourists. Therefore, this study intends to ascertain travellers’ adoption intentions in Virtual Tourism via the use of a Value-based Adoption Model (VAM). Travellers in Malaysia aged 21 to 39 were the analytic unit in this study. A total of 302 usable responses were obtained from an online self-administered questionnaire and analysed using Partial Least Squares-SEM in conjunction with the SmartPLS programme.

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Published

2024-09-24

How to Cite

Kelvin Lim, Siti Nor Bayaah Ahmad, Nor Asiah Mahmod, Irma Wani Othman, & Suddin Lada. (2024). UNDERSTANDING THE TRAVELERS’ INTENTION TOWARDS VIRTUAL TOURISM ADOPTION USING VALUE-BASED ADOPTION MODEL . JOURNAL OF TOURISM, HOSPITALITY AND ENVIRONMENT MANAGEMENT (JTHEM), 7(30). Retrieved from https://gaexcellence.com/jthem/article/view/2521

Issue

Vol. 7 No. 30 (2022): Volume: 7 Issues: 30 [December, 2022]

Section

Articles