virtual tours; virtual reality; COVID-19 pandemic; tourism marketing tour du lịch ảo; thực tế ảo; đại dịch COVID-19; quảng cáo du lịch


COVID-19 has brought the global tourism industry to a standstill. In response, various tourist attraction managers adopted innovative approaches such as virtual tours (VTs) to keep their attractions firmly in the minds of potential visitors. This study determined the factors that affect a person’s decision to adopt VTs as well as intention to visit during the COVID-19 pandemic. Data were collected from a sample of 169 respondents after they had experienced at least one of the VTs simulating Son Doong cave, Moc Chau province, or Thai Lan cities. The results show that the factors are effective in predicting users’ intention to adopt VTs and that adoption intention has a positive impact on the tendency to visit the actual site. In addition, practical implications are provided for site managers to consider when opting for VTs as a promotional tool or as an alternative product during times of crisis.



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