Muhammad Ibrahim

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.

This study aims to develop a theoretical model for assessing the causal relationship between a proactive environmental strategy (PES), green mindfulness (GM), and environmental performance (EP) of small and medium-sized enterprises (SMEs). The theoretical model was established through a literature review and tested with 193 entrepreneurs and managers from manufacturing SMEs operating in Karachi, the largest city in Pakistan. The model was tested using PLS Smart with partial least square structural equation modeling. The results reveal that PES does not directly relate to EP. However, the study found a full mediation effect of GM on the relationship between PES and EP. Thus, this study is novel in its approach to using GM as a mediator in assessing the relationship between PES and EP. The study also found that the effects of PES are balanced when the SMEs incorporate GM, which further leads to the achievement of EP. Thus, the findings extend increasingly complex literature in the assessment of GM’s role in SMEs’ EP. Further, the scale and the models can be used to assess how SMEs respond to PES with mindful attention to achieve EP.