Citation

Izani, Mohamad and Abdul Razak, Aishah and Abdul Razak, Norainy and Gabr, Mona (2026) Leveraging Virtual Reality Insights from Vietnam: A Conceptual Model for Virtual Heritage Tourism in Malaysia. Studies in Big Data, 192. pp. 81-94. ISSN 2197-6503

Text Leveraging Virtual Reality Insights from Vietnam_ A Conceptual Model for Virtual Heritage Tourism in Malaysia _ Springer Nature Link.pdf - Published Version Restricted to Repository staff only Download (667kB)

Abstract

Virtual Reality (VR) is increasingly employed in tourism to enhance storytelling, immersion, and visitor engagement. This study investigates the experiential impact of VR among tourists in Vietnam and applies the findings to develop a conceptual model for virtual heritage tourism in Malaysia. Using structured questionnaires and psychometric analysis, we evaluated emotional engagement, immersion, and revisit intention across both VR and non-VR conditions. Contrary to expectations, non-VR participants reported marginally higher scores in emotional engagement (EMO1 = 4.26 vs. 4.10) and revisit intention (INT1 = 4.47 vs. 4.36), suggesting that emotional resonance and narrative clarity may be more influential than technological immersion alone. Research findings prove contrary to VR superiority beliefs by establishing that heritage tourism depends on environmental match as well as emotional design principles. We present a conceptual model which combines immersive technology systems with emotionally compelling content of authentic Malaysian heritage to boost virtual heritage tourism experiences in the country.

Item Type:	Article
Uncontrolled Keywords:	Malaysia cultural tourism
Subjects:	H Social Sciences > HC Economic History and Conditions > HC94-1085 By region or country
Divisions:	Faculty of Management (FOM)
Depositing User:	Ms Rosnani Abd Wahab
Date Deposited:	29 Oct 2026 07:07
Last Modified:	29 Oct 2026 07:07
URII:	http://shdl.mmu.edu.my/id/eprint/16996

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