The effect of immersive technologies on tourist satisfaction and loyalty: the mediating role of customer engagement and customer perceived value

Purpose This research paper aims to investigate the predictors and outcomes of immersive technology adoption in tourism. Design/methodology/approach PLS-SEM is used for data collected from tourists visiting the UAE and Egypt to examine predictors and consequences of adoption. Findings It is revealed that perceived ease of use, enjoyment, immersion, usefulness and attitude towards technology predict immersive technology adoption. It is also revealed that the adoption affects tourists’ perceived value and engagement, which, in turn, affects tourists’ satisfaction and loyalty. Originality/value The study has integrated a research model that combines both antecedents and consequences of immersive technology adoption where few empirical investigations were revealed to draw conclusions on this research area. Also, missing relations have been included and tested in the research model.