An exploratory research on the use and effect of virtual reality technology in tourism sector

One of the main objectives of this study is to examine the level of perceptual acceptance of applications produced with virtual reality technology among users who experience them through behavioral intention towards use. Another objective is to discover the reality perception created by the users of the applications produced with virtual reality technology and to reveal the essence of their experience. In this context, a mixed method was utilized by using both qualitative and quantitative research methods. While the level of perceptual acceptance and behavioral intentions of users who experience the applications produced with virtual reality technology have been determined by quantitative methods, the effect of these virtual reality applications on users' perception of reality is tried to be determined by using qualitative methods in Turkey's three major cities (Istanbul, Ankara, Izmir). In this regard, data were collected between June and October 2019. As a result of the research, it was revealed that users' perceptions of benefit, entertainment and reality related to the applications produced with virtual reality technology have an effect on the behavioral intention towards the use of these applications. In this context, the qualitative and quantitative findings show that the applications produced with virtual reality technology are accepted by the user as a transformative innovation in the tourism sector; this depends on the fact that it provides benefits to her/his self, the perception of entertainment it creates is high and it creates a new perception of reality for the user.