Factors affecting the adoption of VR in tourism (According to TAM)

Today the emergence of digital technologies has dramatically changed tourism industry. Among these modern technologies is Virtual Reality (VR). Nevertheless, VR technology has not been extremely used by tourist destinations in Iran, yet. So this study investigates Iranian attitude and behavioral intentions toward adoption VR technology in tourism. The sample of the study totaled 260 visitors from three different destinations by VR technology. Online questionnaire and convenience sampling method were used to collect data research. The research hypotheses were tested using smart PLS3 software. this research is among the first studies investigated Iranian attitude toward using VR, The results can be beneficial for managers and marketers of tourism destinations and help them in utilizing this technology as an effective advertising and promotional marketing tool.