Customer-centric virtual reality applications adoption in the hospitality industry: quality-value-based adoption model

PurposeThe massive adoption of virtual reality (VR) applications has started since the COVID-19 pandemic, and until now, VR applications are still being used. However, there is limited research that analyses the consumer's perspective on the adoption of VR applications. Thus, this study discovers the adoption of VR applications in the hospitality sector by integrating the value-based adoption model (VAM) and VR quality.Design/methodology/approachThe data were gathered through a survey of 500 respondents and evaluated through the structural equation model-partial least squares (SEM-PLS).FindingsEmploying SEM-PLS and importance-performance map analysis (IPMA), the findings revealed that VR quality and perceived value are essential determinants in the adoption of VR applications in the hospitality industry.Practical implicationsPractically, this study encourages the hospitality industry to create and develop high-quality VR application technology to benefit visitors. Through this study, hospitality marketing managers, governments and others concerned with the hospitality industry’s future development can create effective ways to increase the adoption of VR applications in this industry.Originality/valueThis study offers novel perspectives into the theory and application of VR quality and VAM in the adoption of VR applications in the hospitality industry.