Chinese fear of fraud: integrating TAM and PADM to understand protective virtual tourism technology adoption in high-stakes contexts

Purpose This study investigates the impact of terrorism and telecom-fraud risks on tourist interest in 360° VR tourism. It integrates the Technology Acceptance Model (TAM) and the Protective Action Decision Model (PADM) to understand decision-making in the context of Northern Myanmar. Design/methodology/approach A purposive sample of 279 Chinese nationals with prior VR experience and an awareness of Myanmar’s security situation was recruited. Participants viewed three 360° VR video clips of Myanmar destinations before completing a structured questionnaire. Data were analyzed using partial least squares structural equation modeling (PLS-SEM) to test the integrated TAM-PADM framework. Findings Perceived enjoyment and usefulness positively influenced perceived value, while immersion did not yield a significant effect. Perceptions of both terrorism and fraud risks were significant drivers of intention to adopt VR. Subsequently, this adoption intention positively predicted the likelihood of an actual visit. Research limitations/implications The study’s generalizability is limited by its focus on Chinese nationals. Future research should incorporate comparative analyses across cultures and different types of immersive technology. Practical implications Destination marketers can leverage 360° VR as a strategic promotional tool to mitigate safety concerns. Content should emphasize enjoyment and usefulness to enhance perceived value and encourage engagement. Originality/value This research provides the first empirical integration of TAM and PADM within a tourism risk context. It uniquely demonstrates the role of 360° VR technology in protective travel decision-making, offering a novel perspective on managing perceptions of high-risk destinations.