Data of Virtual Reality Acceptance in Tourism Planning and Marketing

Published: 4 March 2024| Version 2 | DOI: 10.17632/5kz38zxx6h.2
, Ehsan Javanmardi,


This study investigates VR's evolving role in tourism marketing, addressing gaps in existing literature regarding its psychological impact, demographic variations, and complex relationships affecting adoption. The research utilizes a robust quantitative approach combining statistical analysis and Grey System Theory (GST) to examine VR's influence on tourism marketing strategies and traveler decision-making. Online survey data from 87 participants familiar with VR is analyzed through techniques including ANOVA, regression modeling, and Dynamic Grey Relational Analysis (DGRA) to derive actionable insights.



Tourism Management