The path to possession: how intention to use virtual reality shapes psychological ownership in tourism

Purpose This study aims to explore the impact of intention to use virtual reality (VR) on psychological ownership (PO), considering these constructs as higher-order factors. This study hypothesizes that the intention to use VR directly impacts the level of psychological ownership users experience, potentially enhancing their connection to the destination even before physically visiting. Design/methodology/approach The repeated indicator approach was used to capture the relationships effectively, with data collected from 318 respondents. SmartPLS4 facilitated the evaluation of the impact of lower-order dimensions on the higher-order constructs and ultimately assessed the influence of VR on the development of PO in a tourism context. This study used purposive sampling to collect data using an online survey, leveraging its efficiency and ability to target a broad, geographically diverse audience. A qualification question (the minimum of two destinations visited in the last year) ensured that only respondents with relevant experience were included, resulting in a final usable sample of 318, exceeding the minimum requirement established through G*Power 3.1 for statistical robustness. Findings The results demonstrate a significant and positive impact of intention to use VR on PO, suggesting that the more users intend to engage with VR, the stronger their sense of ownership toward the technology becomes. Among these moderators, only previous use of VR significantly moderates the relationship, indicating that individuals with prior VR experience are more likely to develop psychological ownership as their intention to use VR increases. Originality/value This study contributes to the theoretical understanding of tourism VR adoption and psychological ownership in several ways. By incorporating psychological ownership into the study of tourism VR adoption, this research extends traditional technology adoption models. It emphasizes that beyond mere intention, psychological factors such as ownership play a crucial role in user engagement with virtual tourism experiences.