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Coordinated and published by The Grassroots Institute, the Grassroots Journal of Natural Resources (GJNR) is an international journal dedicated to the latest advancements in natural resources throughout the world. The goal of this journal is to provide a platform for scientists, social scientists, policy analysts, managers and practitioners (on all academic and professional levels) all over the world to promote, discuss and share various new issues and developments in different arenas of natural resources.
Zaki Hasan1, Junaid Rehman*2, Muhammad Ibrahim Shamsi3, Muhammad Shahzeb Khan4
1Faculty of Business Administration, Mohammad Ali Jinnah University, Karachi, Pakistan.
Email: fa21phms0008@maju.edu.pk | ORCID: https://orcid.org/0000-0002-7451-8721
2Faculty of Business Administration, Mohammad Ali Jinnah University, Karachi, Pakistan, & University of Technology Sydney (UTS), Australia. Email: junaid.rehman@jinnah.edu, junaid.rehman@alumni.uts.edu.au
ORCID: https://orcid.org/0000-0002-3397-5707
3Faculty of Business Administration, Mohammad Ali Jinnah University, Karachi, Pakistan.
Email: ibrahim.shamsi@jinnah.edu | ORCID: https://orcid.org/0000-0002-6665-9911
4Business Administration, Villa College, Male, Maldives.
Email: muhammad.shahzeb@villacollege.edu.mv | ORCID: https://orcid.org/0000-0003-4885-4032
*Corresponding author
Grassroots Journal of Natural Resources, 8(2): 614-643. Doi: https://doi.org/10.33002/nr2581.6853.080229
Received: 14 June 2025
Reviewed: 29 July 2025
Provisionally Accepted: 30 July 2025
Revised: 01 August 2025
Finally Accepted: 01 August 2025
Published: 28 August 2025
This study presents a novel conceptual framework to understand the adoption of Virtual Reality (VR) by the tourism industry. Using Diffusion of Innovation (DoI), Technology Acceptance Model (TAM), and Unified Theory of Acceptance and Use of Technology (UTAUT) as guiding theories, the proposed framework is structured across four key stages: Drivers, Intermediaries, Lived Experiences, and Responses. At the Drivers Stage, bottom-line foundational factors, such as Technological Innovativeness, Quality Content (QC), and Cultural Compatibility (CC), are suggested in order for the VR to be embraced and adopted effectively. At the Intermediaries Stage, Perceived Ease of Use (PEOU), Perceived Usefulness (PU), Effort Expectancy (EF), Environmental Condition (EC), and Facilitating Conditions (FC) are suggested to further elevate the lived experience. The interplay of experiential and socio-cultural factors suggested as moderators strengthens the VR learning outcomes of the individuals. The Lived Experience stage captures the true interaction of the users with VR technologies in order to understand how experiencing VR technologies can influence user perception. Finally, the Responses Stage represents the VR adoption outcomes via user Behavioural Changes (BC), Willingness to Sacrifice (WS), and Destination Loyalty (DL). These experiential outcomes additionally suggest the application of VR technologies as an alternative to conventional tourism activities. Overall, the proposed VR tourism framework serves as a guiding roadmap by offering strategic insights coupled with working mechanisms for key tourism industry stakeholders such as tour operators, tourists, and tourism authorities. Particularly, the framework offers how VR-enabled trends and innovations can augment tourist experience and reshape the overall tourism industry, particularly in developing economies.
Sustainable Tourism; TAM; UTAUT; VR tourism; Lived experience; VR sestination loyalty; SDGs
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Hasan, Z., Rehman, J., Shamsi, M.I., & Khan, M.S. (2025). Identifying the Enablers, Intermediaries, Experiences and Responses: A Virtual Reality Conceptual Framework for Sustainable Tourism Development. Grassroots Journal of Natural Resources, 8(2), 614-643. https://doi.org/10.33002/nr2581.6853.080229
Hasan Z., Rehman J., Shamsi M.I., Khan M.S. Identifying the Enablers, Intermediaries, Experiences and Responses: A Virtual Reality Conceptual Framework for Sustainable Tourism Development. Grassroots Journal of Natural Resources, 2025, 8 (2),614-643. https://doi.org/10.33002/nr2581.6853.080229
Hasan, Zaki, Rehman, Junaid, Shamsi, Muhammad Ibrahim, Khan, Muhammad Shahzeb. 2025. “Identifying the Enablers, Intermediaries, Experiences and Responses: A Virtual Reality Conceptual Framework for Sustainable Tourism Development”. Grassroots Journal of Natural Resources, 8 no. 2: 614-643. https://doi.org/10.33002/nr2581.6853.080229
Hasan, Zaki, Junaid Rehman, Muhammad Ibrahim Shamsi and Muhammad Shahzeb Khan. 2025. “Identifying the Enablers, Intermediaries, Experiences and Responses: A Virtual Reality Conceptual Framework for Sustainable Tourism Development”. Grassroots Journal of Natural Resources, 8 (2): 614-643. https://doi.org/10.33002/nr2581.6853.080229
| Internet Archive: | https://archive.org/details/m-00578_202602 |
| WorldCat: | https://search.worldcat.org/title/10965625584 |
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