ABSTRACT
Initiatives for marine conservation are funded by revenue from marine sites. However, the emergence of COVID-19 has restricted travelling, thus leading to decreased revenue and weakening conservation efforts. Virtual reality technology to support marine conservation efforts is explored as it allows users to experience marine sites, without having to be there physically. This study examines factors influencing users' desire to adopt virtual reality technology in marine ecotourism. With the integration of Stimulus-Organism-Response framework and three behavioural theories (i.e. health belief model, attitude, and eTrust), a hypothetical model was constructed to investigate consumers' intention to adopt virtual reality technology in marine ecotourism amidst the pandemic. The data were analysed and interpreted using structural equation modelling after 451 survey responses were obtained via an online questionnaire. Outcome expectation, perceived susceptibility, perceived severity, self-efficacy, and cues to action exhibit significant positive effects on attitude towards virtual reality technology in marine ecotourism. Consequently, attitude has a direct and indirect influence on use intention via eTrust. Post hoc analysis revealed that self-efficacy has a direct impact on eTrust and use intention. Total effect analysis further concluded that attitude has the greatest influence on use intention of virtual reality technology in marine ecotourism. This research contributes to the existing literature by utilizing health belief factors to explain use intention of technology towards marine conservation efforts. Recommendations including policy formulation and marketing initiatives were generated for marine ecotourism operators and policymakers. © 2022 Elsevier Ltd
ABSTRACT
Greater efforts are required to educate the public about marine conservation as the marine environment continues to deteriorate over time. A way to remotely travel during the pandemic is provided by virtual reality technologies in marine ecotourism. In order to present a theoretical framework that explains consumers' propensity to participate in virtual reality technology, this study draws on the theories of perceived risk, trust, and attitude. An online survey with 451 respondents was administered in Singapore and structural equation modeling was applied to analyze the data. The results reflect that perceived health risk, perceived financial risk, perceived social risk, and perceived performance risk, mediated by trust and attitude, have a significant influence on consumers' willingness to participate in virtual reality technologies in marine ecotourism. After analyzing their total effects, trust was found to have the highest effect on willingness to participate, followed by attitude, perceived social risk, perceived financial risk, perceived health risk, and perceived performance risk. Overall, the present research offers new perspectives on comprehending the drivers of willingness to participate, as well as implicating policies to raise public awareness of marine conservation, as well as to raise more money to support marine conservation initiatives.
Subject(s)
Attitude , Virtual Reality , Surveys and Questionnaires , Trust , Consumer BehaviorABSTRACT
As the marine ecosystem deteriorates over time, more efforts are made to raise public awareness. Virtual reality technology in marine ecotourism (VRTME) enhances the travel experiences of those affected by the COVID-19 pandemic. This study adopts Maslow's hierarchy of motivational needs and the technology acceptance model to investigate the factors influencing consumers' behavioural intention (BI) towards VRTME and examines their interrelationships. An online survey was conducted with 451 people, and the results were analysed using structural equation modelling. The findings show how motivational constructs, namely, environmental knowledge, biospheric values, risk perception of marine pollution, social susceptibility, and green self-image, as mediated by perceived usefulness (PU), affect the adoption of VRTME. Perceived ease of use (PEOU) further impacted PU. The total effect analysis indicated that PU had the strongest influence, followed by PEOU, social susceptibility, biospheric values, environmental knowledge, green self-image, and risk perception of marine pollution. To substantiate the constructs motivating BI, this study combined two disparate research paradigms centred on the environmental needs and technological characteristics of VRTME. Overall, this study contributes to the existing literature on consumers' adoption of VRTME by introducing new perspectives and recommending policies to raise public awareness and support ongoing conservation efforts.