Extending UTAUT2 to Understand User Acceptance and Satisfaction in Virtual Tourism 2.0: A Comparative Study of Real and Simulated Environments

Abstract

This study examines user acceptance and behavior towards Virtual Tourism 2.0 technologies by applying an extended Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model. Using a quantitative survey methodology, the research collected data from 107 respondents through online and on-premise surveys. The questionnaire assessed user perspectives on performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, price value, environmental impact awareness, technology readiness, and comparative satisfaction in relation to virtual tourism adoption. Structural Equation Modeling (SEM) analysis revealed that all factors significantly influence users' behavioral intentions to adopt Virtual Tourism 2.0 technologies. The study also found that the relationship between hedonic motivation and behavioral intention is stronger for younger users. Findings can guide virtual tourism providers and destination marketers in developing more effective, user-centric virtual experiences that balance technological innovation with user needs and preferences. This empirical assessment aims to advance the understanding of virtual tourism adoption and inform strategic planning for the future of travel experiences in an increasingly digital landscape.