The Role of Technology Acceptance and Readiness on Intention to Adopt Virtual Tourism Technology during The New Normal Era

Abstract

Tourism in the new normal era, after the COVID-19 pandemic, has undergone many changes, especially from the attitudes and habits of tourists who are accustomed to digitalization.Virtual tourism has a huge potential to complement conventional tourism to help tourism sector recover from its loss due to the pandemic.This study aims to investigate the intention to adopt virtual tourism technology in Indonesia by integrating Technology Acceptance Model (TAM) and Technology Readiness Index (TRI).Data were collected through online survey with total 456 users of virtual tourism participated.The structural equation model (SEM) was used to test the hypothetical relationships between variables.Results showed that optimism has a positive relationship to TAM indicators, while discomfort has no significant effect at all.Perceived ease of use was found to positively affect perceived usefulness, and both TAM variables were found to have positive impact on the intention to adopt virtual tourism technology.Developers of virtual tourism technology needs to create a better user experience and more targeted marketing effort are needed to eliminate the discomfort in using the technology.

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