An Integrated Approach to Stimulate Users’ Involvement Behavior and Visiting Intention In Wadi Degla Virtual Museum Using PLS-SEM Data Analysis

Document Type : Original Article

Authors

1 East Port Said University of Technology

2 Tourism studies department Higher Institute of Tourism and Hotels E.G.O.T.H Ismailia

Abstract

This research aims to proposes a novel comprehensive conceptual framing model based on the S-O-R (Stimulus-Organism-Response Theory), the Flow Theory, and UTAUT the (Unified Theory of Acceptance and Use of Technology), to explore the impact of VR technological features, specifically those found in the Wadi Degla Protectorate Virtual Museum, on user’s involvement behaviour and consequent visit intentions. The reliability of this model is then examined through partial lest squares structural equation modeling (PLS-SEM) using information gathered from a survey of a sample of 420 participants of Wadi Degla Virtual Museum Experience in Cairo between August and December of 2023, with cooperation of Natural Conversation Egypt NCE. The findings indicate that within the realm of VR tourism, elements of flow theory and UTAUT serve as precursors to visitors' behaviours, that is in turn, trigger their involvement with the destination and their intention to visit. Consequently, this research makes noteworthy contributions and offers some insights that can benefit relevant stakeholders seeking to leverage VR technologies in bolstering visitation intent for destinations.

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