Teaching Pedagogy
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AbstractTaiwan's tourism industry is a key economic driver, requiring continuous innovation to attract both domestic and international visitors. In recent years, Virtual Reality (VR) has emerged as a transformative tool in tourism, offering immersive experiences that influence travelers' decision-making processes. The Technology Acceptance Model (TAM) has been widely used to study technology adoption in various fields, yet its application in tourism remains underexplored. While prior research suggests that perceived usefulness (PU) and perceived ease of use (PEU) play significant roles in determining technology adoption, their direct and indirect effects on the intention to visit (IV) tourism destinations through the mediating role of the intention to use VR (IU) require further investigation. This study aims to bridge this gap by extending TAM and exploring how VR influences destination choices, particularly in Taiwan.
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