Virtual reality adoption in marine ecotourism: integrating the health belief model, attitude and eTrust theories

Initiatives for marine conservation are funded by revenue from marine sites. However, the emergence of COVID-19 has restricted travelling, thus leading to decreased revenue and weakening conservation efforts. Virtual reality technology to support marine conservation efforts is explored as it allows...

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Main Author: Tan, Hazel Luan Yi
Other Authors: Yuen Kum Fai
Format: Final Year Project
Language:English
Published: Nanyang Technological University 2022
Subjects:
Online Access:https://hdl.handle.net/10356/158701
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Institution: Nanyang Technological University
Language: English
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spelling sg-ntu-dr.10356-1587012022-06-08T00:15:07Z Virtual reality adoption in marine ecotourism: integrating the health belief model, attitude and eTrust theories Tan, Hazel Luan Yi Yuen Kum Fai School of Civil and Environmental Engineering kumfai.yuen@ntu.edu.sg Engineering::Maritime studies Initiatives for marine conservation are funded by revenue from marine sites. However, the emergence of COVID-19 has restricted travelling, thus leading to decreased revenue and weakening conservation efforts. Virtual reality technology to support marine conservation efforts is explored as it allows users to experience marine sites, without having to be there physically. This study examines factors influencing users’ desire to adopt Virtual Reality Technology in Marine Ecotourism (VRTME). With the integration of Stimulus-Organism-Response (SOR) framework and three behavioural theories (i.e. health belief model, attitude, and eTrust), a hypothetical model was constructed to investigate consumers’ intention to adopt VRTME amidst the pandemic. The data were analysed and interpreted using structural equation modelling after 451 survey responses were obtained via an online questionnaire. Outcome expectation, perceived susceptibility, perceived severity, self-efficacy, and cues to action exhibit significant positive effects on attitude towards VRTME. Consequently, attitude has a direct and indirect influence on use intention via eTrust. Post hoc analysis revealed that self-efficacy has a direct impact on eTrust and use intention. Total effect analysis further concluded that attitude has the greatest influence on use intention of VRTME. This research contributes to the existing literature by utilising health belief factors to explain use intention of technology towards marine conservation efforts. Recommendations including policy formulation and marketing initiatives were generated for marine ecotourism operators and policymakers. Bachelor of Science (Maritime Studies) 2022-06-07T06:40:27Z 2022-06-07T06:40:27Z 2022 Final Year Project (FYP) Tan, H. L. Y. (2022). Virtual reality adoption in marine ecotourism: integrating the health belief model, attitude and eTrust theories. Final Year Project (FYP), Nanyang Technological University, Singapore. https://hdl.handle.net/10356/158701 https://hdl.handle.net/10356/158701 en application/pdf Nanyang Technological University
institution Nanyang Technological University
building NTU Library
continent Asia
country Singapore
Singapore
content_provider NTU Library
collection DR-NTU
language English
topic Engineering::Maritime studies
spellingShingle Engineering::Maritime studies
Tan, Hazel Luan Yi
Virtual reality adoption in marine ecotourism: integrating the health belief model, attitude and eTrust theories
description Initiatives for marine conservation are funded by revenue from marine sites. However, the emergence of COVID-19 has restricted travelling, thus leading to decreased revenue and weakening conservation efforts. Virtual reality technology to support marine conservation efforts is explored as it allows users to experience marine sites, without having to be there physically. This study examines factors influencing users’ desire to adopt Virtual Reality Technology in Marine Ecotourism (VRTME). With the integration of Stimulus-Organism-Response (SOR) framework and three behavioural theories (i.e. health belief model, attitude, and eTrust), a hypothetical model was constructed to investigate consumers’ intention to adopt VRTME amidst the pandemic. The data were analysed and interpreted using structural equation modelling after 451 survey responses were obtained via an online questionnaire. Outcome expectation, perceived susceptibility, perceived severity, self-efficacy, and cues to action exhibit significant positive effects on attitude towards VRTME. Consequently, attitude has a direct and indirect influence on use intention via eTrust. Post hoc analysis revealed that self-efficacy has a direct impact on eTrust and use intention. Total effect analysis further concluded that attitude has the greatest influence on use intention of VRTME. This research contributes to the existing literature by utilising health belief factors to explain use intention of technology towards marine conservation efforts. Recommendations including policy formulation and marketing initiatives were generated for marine ecotourism operators and policymakers.
author2 Yuen Kum Fai
author_facet Yuen Kum Fai
Tan, Hazel Luan Yi
format Final Year Project
author Tan, Hazel Luan Yi
author_sort Tan, Hazel Luan Yi
title Virtual reality adoption in marine ecotourism: integrating the health belief model, attitude and eTrust theories
title_short Virtual reality adoption in marine ecotourism: integrating the health belief model, attitude and eTrust theories
title_full Virtual reality adoption in marine ecotourism: integrating the health belief model, attitude and eTrust theories
title_fullStr Virtual reality adoption in marine ecotourism: integrating the health belief model, attitude and eTrust theories
title_full_unstemmed Virtual reality adoption in marine ecotourism: integrating the health belief model, attitude and eTrust theories
title_sort virtual reality adoption in marine ecotourism: integrating the health belief model, attitude and etrust theories
publisher Nanyang Technological University
publishDate 2022
url https://hdl.handle.net/10356/158701
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