Preliminary Assessment of the Determinants Influencing Behavioral Intention to Use Virtual Reality in Dark Tourism in Malaysia
DOI:
https://doi.org/10.67903/ijroms0226Keywords:
Virtual Reality (VR), Dark Tourism, Experiential Technology Acceptance Model (ETAM);, Reliability AnalysisAbstract
This study presents an exploratory evaluation of consumer readiness for immersive technology within Malaysia’s niche heritage sector. Specifically, it validates the linguistic clarity, operational structure, and psychometric reliability of a research instrument designed to measure behavioral intentions toward using Virtual Reality (VR) in dark tourism settings. While overarching national frameworks emphasize smart tourism modernization, integrating digital platforms into sensitive, tragedy-associated commemorative sites requires careful pre-adoption scrutiny. To bridge this gap, the study adapts the Experiential Technology Acceptance Model (ETAM) framework, examining how traditional cognitive indicators—Perceived Usefulness (PU) and Perceived Ease of Use (PEOU)—intersect with affective dimensions, including Perceived Enjoyment (PE) and Perceived Immersion (PI). Data collection was executed via a controlled, scenario-based online survey involving 30 Malaysian domestic tourists who were conceptually familiar with VR interfaces. Statistical analysis using Cronbach's Alpha (α) through SPSS revealed exceptional structural reliability across all constructs, with values well above the recommended threshold of 0.70. The reliability scores were 0.953 for Perceived Usefulness (PU), 0.975 for Perceived Ease of Use (PEOU), 0.973 for Perceived Enjoyment (PE), 0.974 for Perceived Immersion (PI), and 0.959 for Behavioral Intention (BI). Theoretically, this study confirms that the adapted ETAM framework is structurally sound for culturally sensitive environments. Practically, the validated instrument provides a dependable baseline for destination developers seeking to align immersive digital experiences with Malaysia’s National Tourism Policy 2020–2030 and Smart Tourism Blueprint 2023–2027.
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