article · Sustainability
Virtual tourism combines advanced technologies such as the Internet and artificial intelligence to offer digital travel experiences. While 360-degree panoramic video remains the most common format due to low cost and ease of use, virtual reality provides greater immersion and realism. Investigation into consumer receptiveness through focus groups and a survey of 243 individuals reveals both interest and barriers to adoption. Over twenty percent of participants were completely unfamiliar with virtual reality, and only seventeen percent had used it. Furthermore, nearly forty percent were unaware of virtual reality applications within tourism, with just over eleven percent possessing direct experience. Despite acknowledging the potential advantages of virtual travel over traditional journeys, respondents voiced scepticism about the underlying technology. Nevertheless, the general sentiment remained curious, showing a widespread willingness to explore virtual tourism offerings in the future.
Virtual tourism offers an alternative or complement to physical travel, but commercial viability depends heavily on public uptake. Understanding consumer perceptions shows that low awareness and doubts about technology, rather than a lack of interest, form the primary hurdles. Addressing these consumer hesitations will be essential for tourism operators seeking to develop realistic and engaging digital travel formats.
The findings indicate early-stage market interest for tourism operators, experience designers, and technology developers seeking to deploy virtual reality travel services. Potential users encompass consumers open to alternative leisure formats. However, real-world deployment remains constrained by low market adoption and consumer scepticism, demonstrating that applications face a substantial awareness gap before reaching mainstream commercial readiness.
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Fueled by the Internet and artificial intelligence, virtual tourism represents an innovative integration of advanced technologies within the tourism industry. The 360 degree panoramic video has emerged as the most prevalent form of virtual tourism both domestically and internationally, owing to its affordability, ease of use, and mild impact. Nevertheless, the advent and proliferation of virtual reality (VR) has unlocked new opportunities in the tourism sector, as VR offers enhanced immersion and a more authentic user experience. Although VR is already employed in various capacities within the industry, it holds the potential to elevate virtual tourism to unprecedented heights. Diverging from prior research, this study examines virtual tourism as a distinct category of tourism that may materialize in the future. A focus group interview and a survey involving 243 respondents were conducted to gauge individuals’ receptiveness to virtual tourism. Participants responded to questions regarding their travel habits and their perceptions of virtual tourism. Data analysis revealed concerns surrounding the technological aspects of virtual tourism: over 20% of respondents were entirely unfamiliar with VR, and a mere 17% utilized the technology. A larger proportion, nearly 40%, lacked awareness of VR’s application in the tourism industry, and only 11.20% had personal experience with it. Concurrently, the Likert scale indicated that respondents recognized the advantages of virtual tourism in comparison to traditional travel, but they expressed skepticism about the technological advancements. Overall, most respondents displayed curiosity and a willingness to explore virtual tourism. These findings hold significant implications for both theoretical understanding and practical implementation within the tourism industry.
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DOI: 10.3390/su151310534
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