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Exploring Millennials’ Experiences Using Virtual Reality for Travel Planning: A Qualitative Study

Abstract
Exploring Millennials’ Experiences Using Virtual Reality for Travel Planning: A Qualitative Study In the last decade, researchers have explored the role of Virtual Reality (VR) as a significant technology application within the tourism industry. Previous research relied exclusively on quantitative methods. This research uses qualitative methods to explore how potential millennial travelers accept using VR as a complementary travel-planning tool. The theoretical framework of this study is based on the Technology Acceptance Model (TAM) proposed by Davis (1989; 1992). Data collection consisted of participant observation of an extended VR session, a focus group, and in-depth interviews. Using HTC Vive VR – with (Head Mounted Display) participants viewed selected global destinations using Google Earth VR application. The results provide valuable insights into the behavior, preferences, and perceptions of Millennials using new technology. These findings could be useful for hospitality educators, local tour operators, and DMCs.
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