An investigation into consumers' intention to adopt virtual wine tour and tasting

Abstract

This research explores the acceptance of virtual wine practices as alternatives to traditional physical wine tasting events, particularly when in-person gatherings are not feasible. This study investigates consumer perceptions of virtual wine tasting experiences and employs an adapted version of the Unified Theory of Acceptance and Use of Technology (UTAUT) to examine the determinants influencing the adoption of virtual reality (VR) wine tours. Originally developed by Venkatesh, the UTAUT framework integrates core constructs from eight established technology acceptance models, offering a comprehensive approach to understanding user acceptance and utilization of technological innovations. Its applicability across diverse sectors, particularly in hospitality and tourism, has made it a valuable tool for examining emerging trends such as digital transformation in wine tourism. Through applying this theoretical model, the study seeks to elucidate the motivational factors and perceived barriers that affect the adoption of VR wine tours among key stakeholders, including wineries, tour operators, and consumers. The growing prevalence of VR technology has revolutionised the tourism sector, offering innovative ways to engage consumers, especially in niche markets such as wine tourism. Using non-probability sampling, 340 active wine enthusiasts familiar with the Cape Town wine tasting industry participated in an online survey, offering their perceptions of virtual wine events. Descriptive statistics and hypothesis testing revealed that hedonic motivation, facilitating conditions, habits, and performance expectancy significantly influence the intention to adopt virtual reality technology for wine events. Conversely, facilitating conditions, price, and social influence showed no significant impact, challenging initial assumptions. Habits emerged as the strongest driver of adoption for virtual reality wine events. Through the application of a modified Unified Theory of Acceptance and Use of Technology model, this study enhances the understanding of consumer behaviour in virtual reality tourism, particularly in the under-researched area of virtual reality wine tourism. This pioneering study offers valuable insights into the use of Unified Theory of Acceptance and Use of Technology within this unique context, contributing to the broader literature on virtual reality and tourism. The application of the UTAUT framework within the wine industry demonstrates that a winery’s adoption of virtual reality (VR) wine tours is influenced by internal organizational evaluations, such as perceived performance benefits, usability, and return on investment as well as external factors, including customer demand and the availability of supporting technological infrastructure. Recognizing these determinants enables industry stakeholders to develop more 5 effective strategies to facilitate VR adoption. Such strategies may include providing training programs, financial incentives, or accessible tools for VR content development, thereby fostering innovation and enhancing the global reach and competitiveness of the wine tourism sector.