The Influence of Virtual Reality Quality on Tourist Experience and Behavioral Intention: A Structural Model of Indonesian Destination Promotion

Juniarty Juniarty; Paulus Yokie Radnan

doi:10.55927/ajabm.v4i4.581

Authors

Juniarty Juniarty Universitas Pelita Harapan
Paulus Yokie Radnan Universitas Pelita Harapan

DOI:

https://doi.org/10.55927/ajabm.v4i4.581

Keywords:

Virtual Reality Quality, Tourist Experience, Behavioral Intention

Abstract

This study investigates how virtual reality (VR) quality shapes tourist perceptions, user experience, and behavioral intentions in Indonesia’s digital tourism. Integrating the Value-based Adoption Model (VAM) and Customer Experience (CX) Theory, it examines how perceived usefulness, enjoyment, cost, risk, and complexity influence user experience, destination image, and intention to visit. Data was collected through a survey of 332 respondents, with 200 valid responses analyzed using structural equation modeling (SEM-PLS) and Importance-Performance Map Analysis (IPMA). Results reveal that VR quality enhances enjoyment, immersion, and usefulness while reducing cost, risk, and complexity, ultimately strengthening destination image and visit intention. The findings highlight VR quality and perceived usefulness as managerial priorities for enhancing immersive tourism engagement.

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