Quality of technology in virtual reality tourism and the role of artificial intelligence - from perception to intention

Abstract

This study investigates the relationship between technology quality and consumer behavior in the field of virtual reality tourism. An online survey was conducted with 403 customers in Vietnam, spanning various age groups, who have a passion for travel and have used virtual reality (VR) and augmented reality (AR) technologies in tourism. The research findings indicate that technology quality, including information quality, system quality, and usefulness, positively influences users' perceived value of VR/AR quality. This perceived VR/AR value, in turn, has a positive impact on travel intention. However, privacy concerns were found to negatively affect users' perceived value of VR/AR. The study also examines the role of Explainable Artificial Intelligence (XAI) in positively moderating the relationship between privacy concerns and perceived VR/AR value. An interesting discovery is that XAI helps alleviate users' privacy concerns when experiencing virtual tourism technologies, addressing a limitation that conventional AI has not yet resolved. Several data analysis and validation methods were applied, including reliability testing of the measurement scale (Cronbach's alpha), Exploratory Factor Analysis (EFA), and Confirmatory Factor Analysis (CFA). Hypothesis testing and model evaluation were conducted using Structural Equation Modeling (SEM). Additionally, data analysis was supported by SPSS 26 and AMOS 28 software. The results of the study provide critical insights for technology manufacturers to enhance product quality, enabling users to optimize their virtual tourism experiences. Furthermore, the findings serve as a foundation for businesses leveraging smart tourism technologies to design and implement more effective VR/AR-based tourism products. By doing so, they can attract more tourists to real-world destinations, strengthen their competitive advantage, and promote the sustainable development of the tourism industry. This study highlights the importance of integrating advanced technologies like XAI to address user concerns and improve the adoption and satisfaction of virtual tourism solutions, ultimately contributing to the growth and sustainability of the tourism sector.