Willingness to participate in virtual reality marine ecotourism: the influence of perceived risk, trust and attitude

Abstract

As the marine environment faces continuous degradation over the years, greater efforts are becoming increasingly necessary to raise public awareness on marine conservation. Virtual reality technology in marine ecotourism (VRTME) offers a means of marine ecotourism during the COVID-19 pandemic through a remote travelling experience. This study draws on the perceived risk, trust and attitude theories to introduce a theoretical model. The model explains the components influencing consumers’ willingness to participate (WTP) in VRTME and their interrelationships. A survey was conducted online with 451 respondents in Singapore, followed by using structural equation modelling to analyse the collected data. The results reflect that several constructs, specifically perceived health risk, perceived financial risk, perceived social risk and perceived performance risk, mediated by trust and attitude, have significant influence on consumers’ WTP in VRTME. By analysing their total effects, it was highlighted that trust has the strongest influence on WTP. Attitude, perceived social risk, perceived financial risk, perceived health risk and perceived performance risk subsequently follow this. Three diverse psychological theories centred on perceived risks, trust and attitude were integrated to substantiate the drivers of WTP, offering a unique approach in understanding consumers’ WTP. Overall, the present research enhances current literature on consumers’ WTP by offering new perspectives into comprehending the drivers of WTP, implicating policies to achieve greater public awareness on marine conservation and solicitation of more funds, as well as support, to boost marine conservation efforts.

Keywords: Theory of Perceived Risk, Trust, Attitude, Virtual Reality, Marine Ecotourism, COVID-19, Willingness to Participate