article · International Journal of Contemporary Hospitality Management
Understanding why tourists adopt immersive technologies and how this adoption influences their behaviour provides insights for tourism management. An empirical investigation using partial least squares structural equation modelling analysed responses gathered from tourists visiting the United Arab Emirates and Egypt. The analysis shows that perceived ease of use, enjoyment, immersion, perceived usefulness, and general attitude towards technology serve as key predictors of immersive technology adoption. Once adopted, these technologies directly influence the perceived value and engagement experienced by tourists. In turn, increased customer engagement and perceived value lead to higher levels of tourist satisfaction and subsequent customer loyalty. By linking the precursors of adoption with resulting behavioural outcomes, the findings outline the complete pathway from initial user perception of immersive tools to sustained visitor retention.
Immersive technologies offer destinations new ways to interact with visitors. Demonstrating that adoption drives customer engagement and perceived value, which subsequently enhance satisfaction and loyalty, helps destination managers and hospitality providers justify investments in digital experiences. It clarifies specific factors, such as enjoyment and ease of use, that must be addressed to ensure visitors actually embrace these digital tools.
Tourism operators and hospitality managers can apply these findings when designing immersive digital experiences for visitors in international tourist destinations. Because the research evaluates tourist perceptions and self-reported loyalty rather than specific deployed products, the evidence is at an applied research stage. Developers creating virtual or augmented experiences must prioritise ease of use, immersion, and enjoyment to encourage visitor uptake and generate measurable improvements in tourist retention.
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Purpose This research paper aims to investigate the predictors and outcomes of immersive technology adoption in tourism. Design/methodology/approach PLS-SEM is used for data collected from tourists visiting the UAE and Egypt to examine predictors and consequences of adoption. Findings It is revealed that perceived ease of use, enjoyment, immersion, usefulness and attitude towards technology predict immersive technology adoption. It is also revealed that the adoption affects tourists’ perceived value and engagement, which, in turn, affects tourists’ satisfaction and loyalty. Originality/value The study has integrated a research model that combines both antecedents and consequences of immersive technology adoption where few empirical investigations were revealed to draw conclusions on this research area. Also, missing relations have been included and tested in the research model.
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DOI: 10.1108/ijchm-09-2023-1496
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