PERCEIVED QUALITY OF VIRTUAL REALITY - AUGMENTED REALITY TECHNOLOGY INFLUENCES TRAVEL INTENTION AND THE MEDIATING ROLE OF TOURIST SATISFACTION

Therefore, the central role of perceived quality of combined VR and AR technology tangible and intangible products in the causal relationship between technological attributes and travel

NGUYEN VAN THO

PERCEIVED QUALITY OF VIRTUAL REALITY - AUGMENTED REALITY TECHNOLOGY INFLUENCES TRAVEL INTENTION AND THE MEDIATING ROLE OF TOURIST SATISFACTION SUMMARY OF PH.D THESIS IN BUSINESS ADMINISTRATION

HO CHI MINH CITY - 2025 MINISTRY OF EDUCATION AND TRAINING STATE BANK OF VIETNAM

HO CHI MINH UNIVERSITY OF BANKING

NGUYEN VAN THO

PERCEIVED QUALITY OF VIRTUAL REALITY - AUGMENTED REALITY TECHNOLOGY INFLUENCES TRAVEL INTENTION AND THE MEDIATING ROLE OF TOURIST SATISFACTION SUMMARY OF PH.D THESIS IN BUSINESS ADMINISTRATION

Major : Business Administration

Science instructor : 1 Assoc Prof Ph.D NGUYEN VAN THICH

2 Ph.D NGUYEN VAN DAT

CHAPTER 1 OVERVIEW OF THE RESEARCH

1.1 Research Necessity

In the context of the Fourth Industrial Revolution and the rapid development of smart technologies, Virtual Reality (VR) and Augmented Reality (AR) have become inevitable trends in various fields, particularly in tourism Many studies have confirmed that VR/AR experiences can significantly influence consumer behavior, generate positive emotions, and promote purchasing or visitation decisions (Tussyadiah et al., 2018; Li & Chen, 2019) Research has shown that VR and AR experiences with rich and engaging content create more positive emotions in users These experiences not only present information but also encourage user interaction, thereby enhancing their connection with tourist destinations (Bigne & Maturana, 2023; Lee, 2020) Modern VR devices allow users to experience virtual worlds with high resolution and low latency, creating an environment closer to reality This not only increases authenticity but also enhances users' perceived quality of the technology Studies indicate that high interactivity in VR helps customers gain a clearer view of tourist destinations and increases their confidence in making travel decisions (Beck et al., 2019; Han

et al., 2019) However, these studies have not deeply analyzed user perceptions of technology quality or emphasized the mediating role of satisfaction Most previous studies have focused

on evaluating the usefulness of VR or AR technology without delving into the combined perception of VR and AR quality from the user's perspective While VR and AR technologies have the potential to significantly enhance tourist engagement, their application in tourism and hospitality remains limited, partly due to the novelty of these technologies and their gradual integration into tourism activities (Samaddar & Mondal, 2024)

In the tourism sector, although there are numerous studies related to VR/AR, none have clearly defined the role of perceived quality of VR and AR technology in shaping satisfaction and travel intention Previous studies have primarily examined technological factors in isolation without fully integrating the factors influencing travel behavior from the user's experiential perspective Satisfaction from VR/AR experiences could be a crucial mediating factor in the relationship between perceived technology quality and travel intention, but this has not been systematically studied (Huang et al., 2017; Sousa et al., 2023)

Perception and satisfaction are factors that drive individual behavioral responses (Mehrabian & Russell, 1974) Environmental stimuli such as information, system security, ease of use, and usefulness have been widely discussed in previous research (Cheung & Thadani, 2012; Sussman & Siegal, 2003; Dieck & Jung, 2018) However, these studies have not clearly addressed the attributes of VR/AR technology in relation to perceived quality and travel intention Therefore, the central role of perceived quality of combined VR and AR technology (tangible and intangible products) in the causal relationship between technological attributes and travel intention (with satisfaction as a mediator) is a new topic in the theoretical framework of individual consumer behavior in tourism Moreover, some studies have shown incomplete contributions in applying existing theories to practice, leading to many practical

applications not achieving the expected effectiveness Developing new theoretical models could help address this gap and provide more practical solutions to current issues Additionally, the rapid changes in technology and social environments have not been adequately updated in many studies, rendering their findings outdated Therefore, conducting new research that considers current and future factors is essential to ensure that research results remain valuable and applicable in practice

In the practical context, the global tourism industry has faced numerous challenges in recovering tourist numbers and creating more engaging experiences to attract visitors post-COVID-19 According to the UNWTO (2023), international tourist arrivals in 2022 reached approximately 900 million, recovering 63% compared to pre-pandemic levels in 2019 However, the recovery rate is uneven across regions, with many countries still not meeting expected growth levels Vietnam is no exception, as despite significant recovery in tourist numbers, it has not yet reached pre-pandemic levels According to the Vietnam National Administration of Tourism (2023), international tourist arrivals to Vietnam reached 12.5 million, surpassing the target of 8 million, a 23.3-fold increase compared to 2021 but still much lower than 2019 Meanwhile, domestic tourist arrivals reached 108 million, a 5.8% increase over the target Statistics from the World Travel and Tourism Council (WTTC) show that despite the recovery, Vietnam's tourism industry ranks 52nd out of 117 countries in the global tourism competitiveness index (WTTC, 2022), lower than regional countries such as Thailand, Malaysia, and Singapore This indicates that despite recovery, Vietnam's tourism industry needs more efforts to enhance its international competitiveness

The decline in tourism is not solely attributed to the impact of the COVID-19 pandemic but also stems from various other factors, including economic, political, habitual, cultural, and psychological aspects of consumer behavior For instance, rising inflation reduces tourists' spending capacity, while increased operational costs lead to higher prices for airfare, accommodation, and other tourism services Economic recessions in certain countries further dampen international travel demand Additionally, some regions are adversely affected by war, terrorism, or social conflicts, which deteriorate their tourism image Nevertheless, the global VR/AR market is experiencing robust growth, projected to reach $372.73 billion by

2032, with a compound annual growth rate (CAGR) of 25.7% from 2023 to 2032 (Markets and Markets, 2024) Meanwhile, the VR/AR market in Vietnam remains relatively nascent but holds significant growth potential, with an estimated CAGR of 14.79% and projected revenue of $167.40 million by 2027 (Statista, 2023)

One important direction is the application of VR/AR technology to create vivid travel experiences, helping tourists gain a more realistic view of destinations before making travel decisions Currently, some tourism businesses in Vietnam have started applying VR/AR in their operations, such as the 3D Virtual Reality Museum in Hanoi, VR360 applications in Da Nang tourism, and VR projects by FPT Software However, the application of VR/AR is still fragmented and not fully exploited Therefore, this research plays a crucial role in providing scientific and practical foundations for tourism businesses to optimize the use of VR/AR

technology, enhance customer experiences, and increase competitiveness in the international market

From a scientific perspective, the research model of this thesis contributes to the theoretical framework of consumer behavior in tourism by integrating the SOR (Stimulus-Organism-Response), TAM (Technology Acceptance Model), UTAUT (Unified Theory of Acceptance and Use of Technology), and ISS (Information Systems Success Model) This integration helps clarify the mechanism of VR/AR technology's impact on travel behavior and contributes

to the theoretical body on technology application in the service industry

From a practical perspective, studying the relationship between perceived VR/AR technology quality, satisfaction, and travel intention not only improves the effectiveness of technology applications in tourism but also provides practical recommendations for businesses and managers The research results can support optimizing user experiences, improving marketing strategies, and promoting the sustainable development of Vietnam's tourism industry in the digital age

In summary, this research topic holds significant theoretical and practical importance,

making the study on "Perceived Quality of Virtual Reality - Augmented Reality Technology and Its Impact on Travel Intention with the Mediating Role of Tourist Satisfaction" highly necessary

1.2. Research Objectives

- The thesis clarifies the relationship between VR/AR technology attributes and travel intention through the mediating role of tourist satisfaction The research aims to provide insights into how technology can influence travel intention The study not only explores factors affecting travel behavior but also improves the overall tourist experience through the application of modern technology, proposing strategies to enhance satisfaction, increase travel intention, and ultimately benefit businesses To achieve the general objective, the thesis will address and clarify the following specific objectives:

- Determine the relationship between perceived VR/AR technology quality and tourists' travel intention

- Measure the relationship between perceived VR/AR technology quality and tourists' travel intention

- Measure the mediating role of tourist satisfaction in the relationship between perceived VR/AR technology quality and travel intention

- Provide managerial implications to help content developers improve technology quality and tourism businesses develop appropriate solutions to attract tourists

1.3 Research Questions

The thesis addresses the following research questions:

1 What is the relationship between perceived VR/AR technology quality and tourists' travel intention?

2 How does perceived VR/AR technology quality influence tourists' travel intention?

3 How does tourist satisfaction mediate the relationship between perceived VR/AR technology quality and travel intention?

4 What managerial implications can help content developers improve VR/AR technology quality and tourism businesses develop appropriate solutions to attract tourists?

1.4 Research Scope and Object

1.4.1 Research Object

The research object of the thesis is the factors of VR/AR technology quality and their impact

on consumer behavior regarding tourist destinations The survey object is customers who have used VR and AR in tourism

to Vietnam's tourism industry in applying VR/AR technology

1.5.1 Qualitative Research

The qualitative research method is used to explore in-depth the factors influencing perceived VR/AR technology quality, satisfaction, and travel intention through expert interviews, managers, and tourists The qualitative research results help identify important factors, build appropriate measurement scales, and adjust the research model before conducting quantitative surveys

1.5.2 Quantitative Research

Preliminary quantitative research aims to evaluate concepts from the qualitative research results The quantitative research is conducted with a survey sample size of 215 observations These observations are assessed for reliability using Cronbach's alpha coefficient, exploratory factor analysis (EFA), and confirmatory factor analysis (CFA) to test the convergence and discriminant validity of the observed variables in the measurement scale

Formal quantitative research: After preliminary quantitative research, formal quantitative research is conducted; the official questionnaire is finalized, and user surveys are conducted

to collect research data With a sample size of over 530 observations after data processing and cleaning, the structural equation modeling (SEM) method is used to test hypotheses and

evaluate the measurement model The tools used for data analysis are SPSS 26 and AMOS

- Expanding the measurement of VR/AR technology quality in tourism: This research proposes a more comprehensive approach to measuring perceived VR/AR technology quality

by considering the simultaneous impact of both technologies rather than focusing on each technology individually This helps clarify important factors such as personalization, system interaction, and information quality in supporting users

- Supplementing the SOR, TAM, and UTAUT models with the mediating variable of satisfaction: The research clarifies the mediating role of satisfaction in the relationship between perceived VR/AR technology quality and travel intention, contributing additional empirical evidence to consumer behavior models

- Exploring the impact of security factors on virtual tourism perception and behavior: Unlike previous studies that mainly focused on the usefulness and ease of use of VR/AR, this research introduces security factors to examine the impact of ethics, privacy, and social responsibility

on perceived technology quality and travel intention This is an important addition to theories

on immersive technology and digital tourism

- Identifying the impact of frequency and duration of VR/AR experiences on user perception:

A new aspect explored in this research is the user's adaptation over time to VR/AR technology Examining how initial experiences compared to multiple experiences affect perceived quality helps better understand the learning process and consumer behavior change over time

1.6.2 Practical Contributions

The research results will contribute practically by helping tourism businesses and policymakers better understand the role and impact of VR/AR technology on tourist behavior, enabling them to develop appropriate technology application plans to optimize travel experiences and attract customers Specifically:

- Recommending VR/AR technology developers to optimize user experiences: The research results help VR/AR content development companies better identify key factors influencing perceived technology quality, thereby focusing on improving information quality, system quality, security, usefulness, ease of use, content personalization, and seamless transition between VR and AR to enhance user experiences

- Providing implications for tourism businesses in implementing VR/AR: Tourism businesses can use the research results to optimize the application of VR/AR in marketing activities, building virtual travel itineraries, and supporting tourists in decision-making Particularly, leveraging immersive and emotional engagement factors in VR/AR can strongly promote the intention to visit actual destinations

- Emphasizing security and social responsibility in virtual tourism: The research highlights the importance of personal data security and technology ethics, helping tourism businesses and VR/AR platforms develop solutions to protect user information, enhance transparency, and raise awareness of information security for tourists

- Creating a foundation for future research on technology adaptation over time: The research results not only help technology developers but also provide empirical data for future studies on the long-term impact of immersive technology, helping assess how users change their perceptions and behaviors when exposed to VR/AR multiple times

In summary, the practical contributions of the thesis in researching the impact of VR/AR technology on travel intention are broad and beneficial for enhancing marketing, customer experiences, accessibility, decision-making, destination management, training, real-time navigation, safety, and sustainability These practical contributions can significantly transform the tourism and travel industry, making it more attractive, efficient, sustainable, and inclusive

1.7 Thesis Structure

The thesis is presented in five chapters:

Chapter 1: Research Overview

Chapter 2: Theoretical Foundation and Research Model

Chapter 3: Research Methodology

Chapter 4: Research Results and Discussion

Chapter 5: Conclusion and Managerial Implications

CHAPTER 2 THEORETICAL FOUNDATION AND

RESEARCH MODEL

2.1 Key Concepts Related to the Research Topic

2.1.1 Virtual Reality (VR) and Augmented Reality (AR)

2.1.1.1. Virtual Reality

VR involves the use of computer-generated 3D environments that users can interact with and navigate, leading to real-time simulation of user senses (Guttentag, 2010) The term VR reflects human behavior's desire to separate from the real world, allowing them to explore and experience virtual spaces (Riva et al., 2003) VR not only isolates users from the real world but also stimulates their senses and provides opportunities for virtual interaction (Guttentag, 2010) VR is a useful technology in marketing, advertising, and user experiences, especially

in tourism However, VR is still considered an emerging technology with limited widespread application (Disztinger et al., 2017)

2.1.1.2. Augmented Reality

While VR immerses users in a completely virtual world, AR enhances the real world by overlaying digital information such as graphics, images, and data onto the physical environment AR combines real and virtual environments by using computer-generated images through devices (Guttentag, 2010) AR allows users to interact with virtual elements

in their real-world environment, enabling them to control and interact with virtual objects (Hilty et al., 2020) Today's technology has advanced significantly, making it easy for consumers to find information about destinations or book hotels online However, for more vivid and interactive experiences, users are increasingly turning to smart VR technology

2.1.2 Quality of Virtual Reality - Augmented Reality

VR quality includes immersion, interactivity, and user experience, referring to the level of realism and immersion that users perceive when interacting with a 3D environment Factors influencing VR quality include image resolution, frame rate, interactivity, 3D sound, and response time AR quality is a crucial aspect affecting its effectiveness in various applications;

it refers to how virtual elements are integrated into the real world Key factors include display accuracy, user interaction with virtual objects, system reliability, and seamless transitions between real and virtual environments

2.1.3 Smart Technology

Smart technology in tourism has emerged as a transformative force, especially in Vietnam, where the tourism industry is rapidly developing to meet the needs of modern tourists The integration of smart technologies such as mobile applications, big data analytics, IoT, and AI enhances the overall travel experience, improves operational efficiency, and promotes sustainable practices Smart technology plays a crucial role in transforming Vietnam's tourism industry by enhancing tourist experiences, improving operational efficiency, supporting sustainable development initiatives, and promoting value co-creation Although the adoption

of smart technologies brings many benefits, challenges such as data privacy and seamless integration remain As the tourism industry continues to evolve, leveraging smart

technologies will be essential to meet consumer expectations, ensure sustainable growth, and enhance the overall competitiveness of Vietnam's tourism sector

2.1.4 Attributes of VR/AR Technology

2.1.4.1. Information

Information refers to data, facts, or knowledge that individuals can collect, receive, and process to communicate about an event It not only includes data transmission but also contextual and structural elements that shape its interpretation and meaning In an increasingly information-dependent society, understanding the role of information is crucial for addressing the challenges and opportunities it presents

2.1.4.2. System

A system is a set of interconnected elements, components, or factors that interact within a defined structure to achieve a common goal Systems operate on the principle of coordinating components to create greater overall value than the sum of individual parts In a specific context, systems can exist in various forms, such as ecological systems, economic systems, social systems, or technological systems A technological system is a collection of hardware, software, data, people, and processes organized and integrated to perform functions related to information collection, processing, storage, and transmission or to execute technological tasks In the technology field, systems are often classified based on their complexity and functionality Some characteristics of technological systems include integration, automation, scalability, security, and optimization

2.1.4.3. Security

Security in technology refers to the methods, processes, and tools designed to protect information technology systems, networks, data, and devices from threats, unauthorized access, or attacks from both external and internal sources The primary goal of security is to ensure the confidentiality, integrity, and availability of information and technological systems Key elements of security include confidentiality, integrity, and availability: ensuring that information and systems are always available when needed

2.1.4.4. Usefulness

The concept of usefulness in technology plays a key role in determining the effectiveness

of technology adoption and use in various contexts Usefulness refers to the benefits that technology brings to users, influencing their desire to engage with and integrate these technologies into their daily activities One of the foundational theories related to usefulness

is the Technology Acceptance Model (TAM), which posits that perceived usefulness significantly impacts users' intention to adopt technology

2.1.4.5. Ease of Use

The concept of ease of use in technology is a critical factor determining user acceptance and satisfaction This concept refers to the extent to which technology can be used with minimal effort, allowing users to achieve their goals efficiently Ease of use is an integral part

of various frameworks and models aimed at understanding technology adoption, particularly the TAM, which states that perceived ease of use significantly influences users' intention to use technology (Brown et al., 2013)

2.1.5 VR and AR in Tourism

Many tourist attractions have implemented virtual reality and augmented reality technologies to provide tourists with exciting experiences during their visits For VR, users are often immersed in the concept of a virtual world and environment According to Guttentag (2010), when users experience VR, they become immersed in a virtual environment The concept of a virtual world in VR is understood as a continuous virtual environment created and interacted with by users in real-time

AR is seen as a powerful tool in enhancing the appeal of tourist experiences, playing an important role in determining tourists' attitudes and intentions to explore tourist destinations

AR applications provide tourists with information about destinations such as services, costs, and travel routes without the need for a tour guide Through a review of the literature on AR

in tourism, this technology is widely applied (Loureiro et al., 2020), with studies focusing on application functions that enhance tourists' experiences (Ramtohul & Khedo, 2020)

2.1.6 Product Concepts

2.1.6.1. Product Usefulness

The concept of product usefulness is diverse, encompassing various aspects of product development, marketing, and consumer behavior Adlin et al (2022) emphasize the importance of asset-oriented development in enhancing product usefulness This approach highlights the integration of asset considerations into the development process Bardhan (2007) discusses the role of product trade collaboration in product development, based on adaptive structure theory and media richness theory to facilitate effective collaboration 2.1.6.2. Perceived Product Quality

Perception has been proposed by many authors in research on human psychology regarding the perception of objects or phenomena According to James (1890), perception is the process

of receiving information, converting it into forms that the sensory system can recognize and process, and finally understanding and responding to that information Perception theory focuses on the senses such as sight, hearing, touch, taste, and smell Each sense has its own organs and processes for receiving and processing information Perception is the comprehensive evaluation of consumers after considering perceived benefits and costs (Zeithaml, 1988) Parasuraman's perception theory, also known as the SERVQUAL model,

is a framework developed by Parasuraman et al (1985) The perception theory aims to explore how customers perceive service quality based on five dimensions: tangibles, reliability, responsiveness, assurance, and empathy

2.1.6.3. Tangible Product Quality

Tangible product quality refers to the physical attributes and features of a product that can

be observed, touched, and measured It includes aspects such as durability, reliability, performance, and aesthetics (Parasuraman et al., 1985) Discussions on the dimensions of perceived quality include tangible product quality as a key component This aspect focuses

on the specific, observable characteristics of a product, contributing to the overall customer evaluation of its quality Furthermore, Toivonen (2012) emphasizes that perceived product quality includes both tangible and intangible aspects, where tangible quality represents the

material and measurable aspects of a product This aligns with the idea that tangible quality aspects can be easily measured and include factors such as materials used, design, and functionality

2.1.6.4. Intangible Product Quality

Intangible product quality in tourism refers to the non-physical attributes that contribute to the overall experience and satisfaction of tourists These attributes include service quality, emotional engagement, perceived value, and the general atmosphere of the destination Unlike tangible products, where quality can be assessed through physical characteristics, intangible quality in tourism is often subjective and heavily influenced by personal experiences and expectations This discussion will explore the concept of intangible product quality in tourism, supported by current evidence and relevant literature The dimensions of perceived intangible product quality are reflected through factors such as service quality, emotional engagement, perceived value, atmosphere, and environment

2.1.7 Consumer Satisfaction

Consumer behavior is a multifaceted field related to understanding the decision-making process of individuals when purchasing goods or services Various theories have been developed to explain and predict consumer behavior The Theory of Planned Behavior (TPB)

is a model that suggests attitudes, subjective norms, and beliefs influence an individual's intention to engage in a specific behavior (Bashir et al., 2019) This theory has found applications in diverse contexts, such as green consumerism (Manongko & Tamboto, 2019), online shopping (Khan et al., 2022), and retail format selection (Ardhanari et al., 2013) In addition to TPB, foundational theories such as the Theory of Reasoned Action (TRA) are crucial in understanding consumer behavior (Yang & Choi, 2022)

2.1.8 Consumer Behavior

Consumer behavior is a multifaceted field related to understanding the decision-making process of individuals when purchasing goods or services Various theories have been developed to explain and predict consumer behavior The Theory of Planned Behavior (TPB)

is a model that suggests attitudes, subjective norms, and beliefs influence an individual's intention to engage in a specific behavior (Bashir et al., 2019) This theory has found applications in diverse contexts, such as green consumerism (Manongko & Tamboto, 2019), online shopping (Khan et al., 2022), and retail format selection (Ardhanari et al., 2013) In addition to TPB, foundational theories such as the Theory of Reasoned Action (TRA) are crucial in understanding consumer behavior (Yang & Choi, 2022)

2.1.9 Tourism

Tourism is one of the key industries in many countries, contributing significantly to the economy Today, tourism is widely recognized as a "smokeless industry" and is increasingly prioritized for development by many nations Tourism is a socio-economic issue that gives rise to reciprocal economic and non-economic relationships among four groups of factors: tourists, tourism service providers, local residents, and local authorities (Coltman, 1991)

2.1.10 Travel Intention

Intention is an individual's behavioral response to a particular issue, influenced by various factors, such as satisfaction or dissatisfaction with tourism services Intention refers to a planned behavior that is expected to occur in the future and is implemented in reality (Passafaro, 2020)

2.2 Theoretical Frameworks Related to the Research Topic

2.2.1 Technology Acceptance Model (TAM)

TAM was developed based on the Theory of Reasoned Action (TRA) and explains the factors influencing individuals' acceptance and use of technology TAM includes three key factors: perceived usefulness, perceived ease of use, and attitude toward using technology TAM has been widely used in tourism to understand the adoption of various technologies by users Studies have examined the application of TAM in areas such as mobile technology (Kim et al., 2008), augmented reality applications (Do et al., 2020), mixed marketing in tourism (Sari et al., 2022), smartphone applications for travel information search (Lin & Lu, 2000), and AI-supported online services in tourism and hospitality (Huong, 2020)

2.2.2 Information System Success Model (ISS)

The ISS model has been widely studied in the tourism field, with research focusing on various applications Studies have investigated the implementation of ISS models in tourism marketing to enhance marketing information systems for promotion, marketing, and transaction services (Eraqi & Abd-Alla, 2008) Additionally, research has examined the impact of IT on the business models of tourism agencies, emphasizing the role of IT in optimizing business operations in the tourism sector (Mosleh & Nosratabadi, 2015) The integration of information systems in tourism is an important research area, with studies focusing on strategic information system design and GIS-based tourism websites to improve the overall travel experience (Singgalen, 2022) Furthermore, the development of integrated provincial-level tourism web models has been explored to enhance tourism services effectively through the integration of tourism websites (Adi, 2015)

2.2.3 Unified Theory of Acceptance and Use of Technology (UTAUT)

The UTAUT theory in the tourism field is extensive and diverse, demonstrating its relevance and applicability in understanding tourists' technology adoption behavior UTAUT has gained significant traction in the tourism industry, particularly in relation to the adoption

of various technological innovations The UTAUT model hypothesizes that four main constructs performance expectancy, effort expectancy, social influence, and facilitating conditions are crucial in determining users' behavioral intention to adopt technology This framework has been effectively applied in various tourism contexts, including mobile applications, virtual tourism, and e-marketing strategies

2.2.4 Stimulus-Organism-Response (SOR) Model

Consumer behavior with the intention to purchase a product is influenced by external factors that lead to their emotional state This perspective was developed by Mehrabian and Russell (1974), and the SOR model is a foundational theory for consumer behavior studies The model consists of three elements: (1) stimulus - external factors that drive human

behavior; (2) organism - the emotional and psychological state of individuals; and (3) response - the individual's reaction to the stimulus In the context of tourism, the stimulus can

be factors such as environmental space, atmosphere, and symbols The organism represents the internal state, such as satisfaction or dissatisfaction, excitement, or hesitation The response is the individual's reaction, such as avoidance or approach toward the situation Studies on tourist shopping behavior have used the SOR model (Chang et al., 2011; Chen & Yao, 2018; Jani & Han, 2015)

2.3 Empirical Studies

2.3.1 Overview of Studies on Perceived VR/AR Technology Quality

Perceived quality of VR/AR technology has become a focus of research in various fields, particularly in tourism, education, commerce, and design Studies consistently emphasize the importance of perceived quality as a determinant of user satisfaction and acceptance of these technologies

In mobile commerce, research has shown that when consumers perceive AR as providing accurate and relevant product information, their satisfaction and loyalty increase (Yoo, 2020) This is confirmed by Jiang et al (2023), who found that the visual experience provided by

AR in virtual try-on applications significantly influences consumer acceptance and purchase decisions The perceived quality of AR in these contexts is crucial, as it shapes user trust and the overall effectiveness of the technology in enhancing the shopping experience In online retail, research on the influence of AR on consumer attitudes has attracted significant academic and practical interest Considering cognitive load and fluency, results show that two

AR features - environmental embedding and physical control simulation—can reduce users' cognitive load, enhance cognitive fluency, and improve their attitudes toward products The experiential image has the highest impact value, with emotional experiences playing a significant role in differentiating between contexts User experience is significantly improved when different websites are combined by visitors to provide a trip to a tourist attraction (Fan

et al., 2020) Additionally, issues such as high costs and hardware requirements may limit accessibility and perceived quality of VR experiences (Ma et al., 2024)

Overall, current studies have provided valuable insights into the multifaceted nature of perceived technology quality in tourism, including various tools, platforms, and service experiences While current studies acknowledge the potential benefits of VR and AR in tourism, there are limitations in contextual adaptability, depth of exploration in certain areas, and a comprehensive understanding of the scope of these technologies' impact on tourist experiences

2.3.2 Overview of Studies on Tourist Satisfaction with VR/AR Experiences

Recent research on tourist satisfaction with VR and AR experiences has highlighted the significant impact of these technologies on enhancing tourist engagement and overall satisfaction in the tourism industry Recent studies provide valuable insights into how VR and

AR can transform tourist experiences, particularly in cultural and heritage tourism Research focuses on the impact of AR on destination satisfaction, with VR and AR applications influencing tourists' hedonic experiences, which are crucial for attracting tourists and

enhancing their satisfaction Integrating advanced technologies into tourism to improve tourist engagement and satisfaction emphasizes the potential of AR in enhancing tourist experiences and satisfaction by providing more interactive and engaging content (Essa et al., 2024) Additionally, discussions on the role of digital marketing in optimizing VR and AR technologies to provide immersive experiences for potential tourists By allowing users to participate in virtual tours, these technologies enable tourists to experience the atmosphere of destinations before visiting, which can significantly influence their satisfaction and decision-making processes Pre-visit engagement is crucial in shaping tourists' expectations and enhancing their overall satisfaction with the destination The integration of VR and AR in tourism is also widely considered, with studies emphasizing the importance of these technologies in the context of Society 5.0, where human service innovation plays a key role

in enhancing tourist engagement and satisfaction (Anggraeni et al., 2023; Harahap et al., 2023) This perspective highlights the need for continuous innovation in service delivery to meet the ever-changing expectations of tourists

2.3.3 Overview of Studies on Travel Intention

Recent research on travel intention after experiencing VR and AR technologies has highlighted the significant impact of these technologies on shaping future travel behavior Studies conducted in recent years provide valuable insights into how VR/AR can influence travel intention, particularly in the context of post-pandemic recovery and changing consumer preferences Research on the impact of VR on travel inspiration and visit intention proposes

a model highlighting the role of VR in facilitating travel inspiration and user engagement in the combined virtual and real world (Yung et al., 2020; Assiouras et al., 2024) Research shows that VR experiences can enhance users' co-creation value, ultimately influencing their travel intention This aligns with findings from Ye et al (2022), who study the mechanisms contributing to travel intention in the field of virtual tourism Their research emphasizes the importance of content quality, system quality, and interaction quality in shaping travel experiences and subsequent travel intention, reinforcing the notion that immersive experiences can significantly impact future travel decisions Along with this perspective, Kusumah et al (2022) examine the role of VR experiences in determining revisit intention Their research indicates that travel motivation, along with VR experience quality, plays a crucial role in influencing tourists' intention to revisit destinations This highlights the importance of creating engaging VR experiences that align with users' motivations to increase

their likelihood of future travel

2.3.4 Research Gaps

Most current studies focus on measuring the attributes of individual VR or AR products in tourism, so the perceived quality and user satisfaction have not been comprehensively evaluated Currently, there is no consensus on how to measure VR or AR quality through attributes such as information, system, security, immersion, presence, or overall user experience in VR and AR environments This research measures the combined impact when

VR and AR technologies are used together, particularly in mixed reality situations This involves seamless transitions between virtual and augmented reality environments The

immersive nature of VR can evoke strong emotional responses, leading to higher satisfaction levels; this emotional engagement can translate into stronger intentions to visit actual destinations AR applications enhance destination experiences and enrich the real-world environment Therefore, when investigating the combined use of VR and AR in perceived product quality, users perceive higher quality compared to experiencing VR or AR technologies individually; for example, how personalization, informatization, system interaction, AI-driven recommendations, and virtual assistants impact overall perceived quality and user travel intention

Ethical issues and the psychological impact of immersive technology on users have not been fully explored Ethical and psychological aspects of user behavior also significantly influence the perceived quality of combined VR and AR, or cross-reality Investigating how both VR and AR can jointly influence emotional states or ethical decision-making in seamless transitions between virtual and augmented environments has not been studied The ethical issues of virtual tourism, such as cultural appropriation, privacy, and responsible technology use, may not have been fully explored

Research on user adaptation states in combined VR and AR experiences over time or frequency of experiences has not been fully explored The reactions and perceived quality of VR/AR technology by first-time users may differ from the perceived product quality in subsequent experiences Or how perceived product quality varies over different usage durations (short-term use may result in different perceptions compared to long-term use?)

2.3.5 The new findings of the thesis

First: In the proposed research model, measuring the relationship between usefulness, ease

of use, and perceived VR/AR technology quality (studying both VR and AR technologies combined) and travel intention is a novel aspect in consumer behavior research, and this is also the most prominent novelty in this study This novelty can be explained as follows:

In TAM, the two factors of usefulness and ease of use directly influence users' intention to adopt technology However, in this study, these two factors do not directly impact users' intention to adopt technology but act as independent factors in the causal relationship between usefulness, ease of use, and perceived VR/AR product quality, with satisfaction as a mediator Furthermore, adopting the SOR model approach when considering usefulness and ease of use

as independent variables influencing perceived VR/AR product quality With this approach, the thesis proposes a new theoretical framework based on integrating the SOR, ISS, TAM, and UTAUT models on the central role of perceived quality in the causal relationship between VR/AR technology attributes and travel intention; the mediating role of satisfaction in the relationship between perceived quality and travel intention

Second: During the qualitative research process, the author inherited the original measurement scale and adjusted it to fit the research context Additionally, the author added new observed variables to build the measurement scale, specifically: In the security (SEC) scale, the author added the observed variable SEC6 ("Users' psychology regarding security issues with VR/AR technology has significantly improved"); In the perceived VR/AR

technology quality (PEQ) scale, the author added the observed variable PEQ5 ("VR/AR technology products bring a sense of excitement throughout the continuous experience") This question aims to measure users' state regarding VR/AR when customers continuously experience this technology, which is a novel aspect in consumer behavior research when experiencing VR and AR products continuously over time and frequency Finally, in the travel intention (INT) scale, the author added the observed variable SAT7 ("I am satisfied with the cost of one VR/AR technology experience")

Third: Investigating the influence of combined VR and AR technology on travel intention and how these two technology products, with both tangible and intangible characteristics, contribute to users' perception of tourist destinations through the mediating role of satisfaction after the experience is a novel aspect of this research The highlight of this novelty is the difference when users experience combined VR and AR compared to experiencing only one

of the two technologies, which is a significant difference when investigating VR and AR technology's influence on individual consumer behavior in the tourism context

Fourth: Regarding the research scope, currently in Vietnam, there is no research that fully and clearly reflects the role of combined VR and AR technology attributes on users' perceived quality and the direct impact of perceived VR/AR product quality on travel intention; or the indirect impact from user perception on travel intention through the mediating role of tourist satisfaction Most studies in Vietnam use qualitative methods and evaluate the influence of

VR technology without assessing the combination of both VR and AR technologies Research

on the influence of combined VR and AR technology attributes, perceived VR and AR quality, on travel intention through the mediating role of satisfaction is a novel aspect of the research scope

In summary, compared to previous studies, this research has demonstrated four novel contributions mentioned above that previous studies have not addressed or fully resolved: Simultaneous measurement of user experience quality across both VR and AR technologies, combined with the integration of TAM, ISS, UTAUT, and SOR models to construct a novel theoretical framework, provides a more comprehensive perspective Notably, this study introduces two independent factors from the TAM model - perceived usefulness and ease of use -as direct influences on users’ emotional states, marking a significant theoretical contribution Furthermore, the research identifies new observed variables, including users’ psychological states regarding privacy concerns, continuous measurement of user sensations during technology interaction, and the perceived cost factor

in product experience evaluation Finally, the study’s scope represents another innovative aspect: at present, no existing research in Vietnam offers comparably novel and holistic insights into this interdisciplinary domain

2.4 Research Hypotheses and Research Model

2.4.1 Theoretical Research Framework

Travel intention constitutes a key aspect of consumer behavior research in the tourism sector When tourists express willingness to visit a destination in the future, this indicates their satisfaction with said destination This implies that consumers exhibit service usage

behavior when they perceive technological quality and experience satisfaction The perception of technological quality - measured through dimensions such as information, system performance, security, usefulness, and ease of use - along with service usage intention, has been extensively examined in prior studies Notably, consumer behavior was investigated

by Mehrabian and Russell (1974) through the Stimulus-Organism-Response (SOR) model (Figure 2.1) The SOR model delineates the relationship between environmental stimuli (S), the individual's cognitive and affective states (O), and behavioral responses (R) The S-O-R framework proves particularly suitable for this study, serving as the foundational theory for examining individual behavioral responses that originate from external environmental stimuli mediated by the individual's perceptual processes

The SOR model has been widely applied in social media research, with numerous scholars adopting it as their primary theoretical framework to investigate consumer behavior (Ibrahim

et al., 2021; Koay et al., 2020) Within tourism consumer behavior studies, an increasing number of researchers have employed the SOR model (Cheal et al., 2019) The model demonstrates particular relevance in consumer behavior research through its emphasis on the role of perceived quality (Li & Yuan, 2018) Consequently, this study's theoretical framework builds upon the SOR model while integrating elements from the Technology Acceptance Model (TAM), the Unified Theory of Acceptance and Use of Technology (UTAUT), and the Information Systems Success (ISS) model

2.4.2 Research Hypotheses

Based on the foundational SOR, TAM, ISS, and UTAUT frameworks, this study measures concepts related to VR/AR technology attributes, perceived quality of VR/AR technology products, travel intention, and the mediating role of satisfaction The research hypotheses are presented below:

2.4.2.1. Perceived Information Quality

Hypothesis H1a: Information quality has a positive impact on users' perception of VR/AR technology.

2.4.2.2. Perceived System Quality

Hypothesis H1b: System quality has a positive impact on users' perception of VR/AR technology.

2.4.2.3. Perceived Security Quality

Hypothesis H1c: Security quality has a positive impact on users' perception of VR/AR technology.

2.4.2.4. Perceived Usefulness

Hypothesis H1d: Usefulness has a positive impact on users' perception of VR/AR technology.

Quality Perceived Quality Behavioral Intention

Figure 2.1 – Theoretical Framework of the Dissertation

2.4.2.5. Perceived Ease of Use

Hypothesis H1e: Ease of use has a positive impact on users' perception of VR/AR technology Hypothesis H1f: Ease of use has a positive impact on the usefulness of VR/AR technology

2.4.2.6. Perceived VR/AR Technology Quality and Satisfaction with VR/AR Experience

Hypothesis H2: Perception of VR/AR has a positive impact on user satisfaction with the tourism experience

2.4.2.7. Perceived VR/AR Technology Quality and Travel Intention

Hypothesis H3: Perception of VR/AR has a positive impact on travel intention

2.4.2.8. Satisfaction and Travel Intention

Hypothesis H4: Tourist satisfaction with VR/AR has a positive impact on travel intention

2.4.2.9. The Mediating Role of Satisfaction in the Relationship Between Perceived VR/AR Technology Quality and Travel Intention

Hypothesis H5: Satisfaction mediates the relationship between perceived VR/AR technology quality and travel intention

2.4.3 Proposed Research Model

The proposed research model incorporates foundational theories such as SOR, TAM, ISS, and UTAUT (Figure 2.2):

Source: Author's proposal

Figure 2.2: Proposed Research Model

CHAPTER 3 RESEARCH METHODOLOGY 3.1. Research Process

The research process of this study is presented below (Figure 3.1)

3.2 Qualitative Research

3.2.1 Research Design

Using a descriptive qualitative method combined with focus group discussions can provide both qualitative data and observational insights, contributing to a comprehensive assessment

of information quality (O Nyumba et al., 2018) The application of an appropriate framework

Identification of the Research

Problem Research Objectives

Preliminary Quantitative Research

Formal Quantitative Research

Second Draft Scale

Figure 3.1: Research Process of the thesis

for designing and evaluating qualitative research can further enhance the rigor and quality of the focus group discussion process (Rendle et al., 2019)

The first focus group consisted of seven members who had experience using VR/AR technology and had previously traveled, including those who had engaged with virtual tourism technologies The second group comprised nine members, including two lecturers with extensive teaching experience in tourism and who also operate their own travel businesses, along with seven experts who are tourism managers working in various tourism enterprises in key tourism hubs such as Ho Chi Minh City, Da Nang, Quang Nam, and Nha Trang

3.2.2 Qualitative Research Results

The original scale was adopted and adjusted to fit the research context, with new variables proposed After conducting focus group discussions with users and experts, the preliminary scale was finalized as follows:

3.2.2.1. Information Quality Scale

After the qualitative research phase, the information quality scale was developed, consisting of six observed variables: INF1, INF2, INF3, INF4, INF5, and INF6 Table 3.1 provides a detailed presentation of the scale, which has been translated and modified from the original scale

Table 3.1: Information Quality Scale (INF)

Code Original scale Reference Adjusted scale

INF1 Timeliness of information

Dieck &

Jung (2015);

Lee et al

(2018)

VR/AR technology provides timely information about the destination

INF2 Relevance of information

VR/AR technology provides relevant information about the destination

INF3 Attractiveness of information

VR/AR technology provides engaging information about the destination

INF4 Provides accurate information

VR/AR technology provides accurate information about the destination

INF5 Provides complete information

VR/AR technology provides comprehensive information about the destination

3.2.2.2. System Quality Scale

After the qualitative research phase, the system quality scale was developed, consisting of seven observed variables: SYS1, SYS2, SYS3, SYS4, SYS5, SYS6, and SYS7 Table 3.2 provides a detailed presentation of the scale, which has been translated and modified from the original scale

Table 3.2: System quality scale (SYS)

Code Original scale Reference Adjusted scale

SYS2 Accuracy of system The VR/AR system processes

SYS5 Has fast response to my

3.2.2.3. Security Quality Scale

After the qualitative research phase, the security quality scale was developed, consisting

of six observed variables: SEC1, SEC2, SEC3, SEC4, SEC5, and SEC6 Table 3.3 provides

a detailed presentation of the scale, which has been translated and modified from the original scale

Table 3.3: Security quality scale (SEC)

SEC1

Smart tourism technologies

protect my personal and

Smart tourism technologies

respect my privacy and the

safety of my transactions

VR/AR technology respects privacy and ensures security in user transactions

SEC3 Smart tourism technologies

are trustworthy and reliable

VR/AR technology is valuable and reliable

SEC4

Smart tourism technologies

adequate security to protect

my personal information

VR/AR technology provides sufficient security to protect users' personal information

SEC5

My personal information

could be subject to misuse

and unauthorized access

when transacting through

tourism websites and apps

My personal information may be misused or accessed without authorization when transacting through VR/AR technology

SEC6

Discussion Group Proposal (5/9 experts agreed)

Users' perceptions of security regarding VR/AR technology have significantly improved