Tourists’ Adoption of Extended Reality Technologies: A MetaAnalytical Structural Equation Modeling

Abstract

This study uses meta-analytic structural equation modeling to investigate the applicability of the Technology Acceptance Model (TAM) in predicting tourists’ adoption of extended reality technologies. It further examines whether the type of extended reality [Virtual Reality vs. Augmented Reality] and cultural differences (Eastern vs. Western) moderate the relationships amongst the TAM constructs. Using 32 individual samples ( N = 10,630), the study revealed the differences in the effect sizes and variabilities of the links among the constructs given the type of extended reality and cultural differences. The implications of the findings are provided for tourism researchers and managers.