20.500.12556/RUL-162068 Virtual tourism experiences adoption factors, participation and readiness to pay Ubiquitous digitalization combined with recent crises has increased the drive to develop new virtual tourism (VT) offerings. However, the factors influencing end-users’ adoption, participation and, most crucially, their readiness to pay have yet to be sufficiently investigated. In the paper, we test behavioral intentions regarding VT experiences and their actual use. We integrate the extended unified theory of acceptance and use of technology (UTAUT2) with perceptions of travel risk, past behavior and measurement of actual behavior - the decision to participate and pay for a VT experience. Data were collected from 660 participants, half of whom were offered the virtual tourism experience for free and the other half for a payment. The results show a strong overall intention to use virtual tourism and that the UTAUT2 extended precedents predict it well. Still, once the user is asked to pay for the virtual experience, actual participation rates drop significantly, and strong behavioral intentions are not good predictors of actual behavior. While free virtual tourism experiences might see wide use, ones that are paid for must be carefully crafted. tourism industry virtual tourism consumer behaviour virtual tours readiness to pay technology acceptance actual behavior effort expectancy perceived travel risks turistična industrija virtualni turizem vedenje potrošnikov true false true Angleški jezik Slovenski jezik Članek v reviji 2024-09-18 14:00:41 2024-09-18 14:08:57 2024-11-28 04:02:40 0000-00-00 00:00:00 2024 0 0 Str. 3658–3675 no. 22 Vol. 27 2024 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 338.48 1368-3500 10.1080/13683500.2023.2268809 175097859 Virtual_tourism_experiences__adoption_factors__participation_and_readiness_to_pay.pdf Virtual_tourism_experiences__adoption_factors__participation_and_readiness_to_pay.pdf 1 9EA11F8D08AC16D0807B81200B9021F3 3c7a81f1f1915f4030a9a7ad50f3805cf6727091b2ca860f53ed48ba0d51ce07 2ba52982-aca7-11ef-b232-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=196274 https://www.tandfonline.com/doi/full/10.1080/13683500.2023.2268809 0 6cffdc42-75b6-11ef-b232-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=191125 Ekonomska fakulteta 0 0 0