A comprehensive analysis of non-immersive virtual reality in tourism: technical, emotional, andpractical implications

Purpose This study aims to explain and provide directions for non-immersive Virtual Reality (niVR) applications as a viable substitute for immersive VR technology, which is costly and challenging to integrate in the tourism sector. Design/methodology/approach Participants’ thoughts on the niVR application Arte Visual Gallery were solicited through mixed methods. To obtain detailed insights from respondents, thematic analysis was used to evaluate qualitative research. While structural equation modeling was used to examine quantitative research to provide a more comprehensive and better causal predictive analysis. Findings Most participants in the qualitative and quantitative studies agreed that niVR has a point value of being both enjoyable and useful. niVR developers can boost user satisfaction and revisit virtual museum intention by enhancing a few technological aspects. In addition, multi-group analysis reveals no discernible gender variations in user perception, indicating that niVR can be designed for a wide range of user groups. Practical implications This study offers valuable insights for niVR application developers looking to enhance user experience through technological means, such as enhanced graphics and extra control capabilities, and company owners’ continuous efforts to increase niVR adoption. Originality/value By adapting the Innovative Resistance Theory and Technology Adoption Model, which examines problems from the functional and psychological sides of actual niVR applications, this study employs a mixed-methods approach, which has not been the focus of many earlier studies.