European Online Journal of Natural and Social Sciences 2022; www.european-science.

com
Vol.11, No 4 (s) Special Issue on Hybridity in the New Reality
ISSN 1805-3602

Factors Affecting the Viability of Virtual Tourism in the Philippines

Krysthel Kate Acosta*, Jocelyn Y. Camalig, Krizian Andrei O. Velez, Ravana C. de Dios,
Kelly Ann A. Librando, Becy V. Mae
Lyceum of the Philippines University-Manila
*
Email: [email protected]

Abstract
This study was conducted to assess the factors affecting the viability of virtual tourism in the
Philippines. This employed a quantitative research design, in particular the causal research ap-
proach. Data were then analyzed using frequency distribution or percentage and the partial least
squares–structural equation modeling (PLS-SEM) method. To test the hypotheses of the study, par-
tial least squares – structural equation modeling (PLS-SEM) was utilized using WarpPLS 7.0. The
findings revealed that the perceived benefit factors such as perceived usefulness, perceived ease of
use, and sustainability positively affect the viability of virtual tourism in the Philippines, while in
terms of perceived challenges security and navigation showed a significant positive effect on the
viability of virtual tourism in the Philippines. Therefore, for future research studies, exploring other
beneficial factors such as tourist behavioral factors, and other challenge factors such as financial ca-
pability and cultural factors that might help assess virtual tourism's viability in the Philippines is
recommended.
Keywords: Viability, Virtual Tourism, Perceived Benefits, Perceived Challenges

Introduction
The world entered the information era due to the rise of digitalization, and tourism has be-
come at the forefront of these developments. Virtual tourism is one of the most significant develop-
ments brought forward by the growth of digital technologies. Virtual tourism utilizes constantly
emerging technology to artificially enhance and create a virtual immersive tourism experience. (Shih
1998) expanded on defining and highlighting virtual experience as the illusion of being in a me-
diated environment. Virtual tourism plays a crucial role in underpinning tourism, providing multiple
opportunities for different professionals in the tourist industry and generating business models (UN-
ESCO, 2020). It removes a barrier of distance to potential tourists. However, not all countries can
adapt to tourism's digitalization since it demands a large scale of resources. Several countries that
rank first in internet speed, such as the United Kingdom, the United States, and the Netherlands,
have formed partnerships with Google and are already giving virtual tours globally (Google Arts
and Culture, n.d.-b). In order to cultivate virtual tourism innovation, a country's resources and adap-
tability rate must be assessed to ensure its effectiveness.
Over the years, tourists immersing themselves in virtual tourism were not just a trend in par-
ticular countries but has become a global trend (Joe, 2020). According to an international study
(Barnes, 2016), virtual tourism will most certainly become an indispensable tool in the coming
years, forcing marketers to adapt. Tourist attractions throughout the world, such as the Vatican Mu-
seums (Vatican News, 2020), the New York Botanical Garden (NYBG, n.d.), and the Eiffel Tower
(Sociéte d'Exploitation de la Tour Eiffel, 2020), began to conduct virtual tours (VTs). In addition,
technologically advanced countries, such as Singapore, have launched a tourism campaign called
"Experience Singapore now. Visit later." intending to invite tourists from all over the world to vir-
tually see prominent Singapore landmarks (Singapore Tourism Board, 2020). However, the viability
of virtual tourism in developing countries has not yet been proven.

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Special Issue on Hybridity in the New Reality

As part of a developing country, the Philippines faces multiple global and local challenges
requiring technology, science, and innovation (National Academy of Science and Technology, n.d.).
For example, the Philippines ranked 83rd among 140 countries for mobile internet, with an average
speed of 26.24 Mbps (Department of Information and Communications Technology, 2021). The
Department of Science and Technology (DOST, 2016) supports this claim, stating that the Philip-
pines are far behind in technological readiness.
The abovementioned dilemma can be seen and observed in an actual tourism situation. Many
countries adapt to the booming trend of virtual tourism, yet the insufficiency of resources results in
difficulty in coping with competition worldwide. Through modernization Philippines continuously
tries to become accustomed to innovations and gradually upscale its service to tourists. However, if
a country pushes through innovation and is not equipped with primary resources, it will create a do-
mino effect in the latter years. Because of the continuous evolution of technology, the researchers
conducted a study assessing the viability of virtual tourism in the Philippines and determining the
factors affecting the viability of virtual tourism in the Philippines. Hence, this study aimed to assess
the factors that affect the viability of virtual tourism in the Philippines. It further determines which
among the identified perceived benefits and challenges affect the viability of virtual tourism in the
Philippines.
The success of virtual tourism in a destination can be affected by so many factors in a given
destination. Hereunder, virtual tourism's perceived benefits and perceived challenges were further
discussed, and hypotheses developed.
Perceived Usefulness
Bagus et al. (2020) claim that the concept of augmented wireless reality recently swept the
technological world, generating tremendous interest in research, industry, and other sectors. It is fur-
ther reiterated in the study of Talafubieke et al. (2021) that virtual reality has the potential to be the
future of tourism. Still, it can only work hand in hand with natural tourism to be successful. The na-
ture of virtual reality tourist products will have a significant impact on the present tourism sector.
Tourists that experience Virtual Reality (VR) to select a holiday destination view VR as a tool to get
a glimpse of the location, which helps manage expectations (Australia Tourism n.d.). Tourists view
virtual reality as a tool that can bring a destination to life and entice visitors to visit places they
would not have explored otherwise (Australia Tourism n.d.). Kim et.al., 2018, indicated that VR
Tourism likewise affects the cognitive response of the tourist, which causes a motivation to visit the
place presented (Kim et al., 2018). Yang et al. (2022) indicate that tourists' virtual tourism expe-
riences allow them to sense new experiences instinctively. At the same time, this immersive expe-
rience heightens travelers' awareness while also arousing their inner curiosity. Shao et al. (2020) al-
so noted that the function of Virtual Reality in tourism was favorable, with optimistic growth pros-
pects. Furthermore, tourists' virtual tourism technology experiences stimulate their interest, satisfy
their expectations, and boost their recognition and contentment. Hence, the tourist's excellent view
of virtual tourism fuels tourists' intent to utilize virtual tourism technology.
H1a: Perceived usefulness benefits have a positive effect on the viability of Virtual Tour-
ism in the Philippines.
Perceived Ease of Use
Ease of use implies that this technology will be free from effort. For example, the "Take it
home" culture that originated in China caught the interest of potential visitors to use gadgets to
access tourist attractions' attractive images or videos virtually and simultaneously communicate with
knowledgeable tour guides in the comfort of the home (Li et al., 2021). Moreover, according to An-
komah and Larson (2017), the rapid development of ICT has led to the creation of newer technolo-

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Krysthel Kate Acosta, Jocelyn Y. Camalig, Krizian Andrei O. Velez, Ravana C. de Dios, Kelly Ann A. Librando, Becy V. Mae

gies that extend tourist products and experiences into virtual tourism (VT). In the study of Sarkady
et al. (2021), one of the advantages of virtual reality (VR) is that it makes tourist attractions more
accessible. Destinations can be freely chosen, and physically constrained regions can be visited us-
ing virtual reality technology. Likewise, Leite et al. (2021) prove that accessibility is a critical fea-
ture of online goods that strive to give equal access to all users, regardless of their physical, intellec-
tual, or cognitive limitations.
H1b: Perceived ease of use benefits have a positive effect on the viability of Virtual Tourism
in the Philippines.
Tourist Motivation
Virtual tourism has the potential ability to provide visual and sensory information to pros-
pective tourists. A tourist service cannot be tested in advance. However, the booking decisions of
customers can be based on the descriptive information they get through different social media plat-
forms as well as on the internet. With this, users can travel to the destination ahead of time, encour-
aging real-time travel (Berger et al., 2007).
On the other hand, virtual tours allow tourists to tour the destinations independently on their
own time and at their own pace. It gives a sense of autonomy and personal connection to the tour-
ists. (VIAR 2020). Moreover, Craig(n.d.) stated that virtual tourism decreases costs because product
demonstrations will be done without personal meetings and expensive presentations. In addition, it
can be conducted in different time zones without travel costs. However, despite the rapid develop-
ment of technology, many tourists still agree that traditional tourism materials (e.g., brochures) still
significantly impact the decision-making process of purchasing tourism products and services
(Băltescu, 2019). In addition, the expense of VR equipment restricts their utilization. Vishwakarma
et al. (2020) have shown that the higher the costs of virtual technology, the less eager customers are
to adopt virtual tourism.
H1c: Tourist motivation benefits have a positive effect on the viability of Virtual Tourism in
the Philippines.
Promotion
Virtual tourism provides imagery that heavily benefits tourism marketing, campaigns, and
promotions (Aziz & Zainol, 2011). Virtual reality (VR) is a strategic tool marketers use to enhance
the transmission of emotions and experiences, attracting consumers and tourists. VR is frequently
utilized due to its capacity to produce and accentuate emotional and sensory experiences (Pestek &
Sarvan, 2021). With 360-degree video innovation in virtual tourism, destination marketers can
create campaigns that provide their customers with virtual exposure before their trip (Rahimizhian et
al., 2020). Kiliç et al. (2019) stated that brochures are more effective in the process of advertising.
Comparing the brochure and virtual reality Model revealed that perceived service quality has more
mediating effects on virtual reality. In contrast, brochures are more effective in converting participa-
tion into behavioral intention, especially during the advertising attitude phase. Likewise, Chiguvi
and Madondo (2019) prove that traditional media, particularly in the domestic market, is still flou-
rishing in promoting tourism in this digital age.
H1d: Promotion benefits have a positive effect on the viability of Virtual Tourism in the Phi-
lippine
Sustainability
Virtual tourism has less impact on the environment. Traveling can produce massive emis-
sions but can be minimized when the tourist does not travel. Virtual tourism can help to lessen CO2
emissions because it does not need modes of transportation. It can make less garbage and less dis-
ruption to natural ecology and wildlife as well as less flora and fauna (Utheim, 2020). Indeed, virtual
tourism is considered one of the unique technologies that protect the ecosystem rather than harm it.
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Special Issue on Hybridity in the New Reality

The use of virtual tourism has a significant impact on spreading sustainable awareness and
reducing greenhouse gas emissions. Furthermore, virtual tourism is seen as a feasible tool for pro-
moting the long-term viability of tourist sites, not only in terms of the environment and culture but
also in terms of the economic component of host communities through the creation of alternative
sources of revenue (Lu et al., 2021).
H1e: Sustainability benefits have a positive effect on the viability of Virtual Tourism in the
Philippines
Social Interaction
According to Guttentag, (2010), virtual reality technology utilized by some tourism and hos-
pitality, and travel companies demonstrated tourists' hotel locations and spots with the help of 3D
Videos. However, this VR technology brings a significant gap and limits social interaction between
tourism and hospitality service providers and tourists. Furthermore, virtual tourism decreases the
time spent interacting with people and things in the real world since everything is done virtually
(Point in Time 2018). In the study of Rogers et al. (2021), social interaction through new and en-
hanced technology-mediated communication, as well as creative extended reality technologies such
as augmented reality (AR) and virtual reality (VR), has become a staple in an ever-changing society.
Face-to-face interaction is what most people are familiar with and prefer over computer-mediated
communication. However, the VR interaction made them feel the most at ease and relaxed.
H2a: Social Interaction challenges have a negative effect on the viability of Virtual Tourism
in the Philippines
Security
Virtual tourism is made possible by the internet and technology. Encountering small mal-
ware attacks can disrupt software programs and even the operation conducted virtually by service
providers (Murphy et al., 2017). In addition, there will be issues regarding legal regulations and per-
sonal data protection, as every transaction will be done virtually (Ivanova, 2019). Virtual reality
technologies are embraced by corporate environments, agencies, and other organizations. With this,
a virtual environment is exposed to security risks. In virtual tours, security concerns feature impro-
perly protected users’ personal information. (Teppler 2016).
Security is defined as a method of ensuring data integrity, confidentiality, and availability
when needed. Perceived security is characterized as the degree of consumers' security from such
"threats." For example, VR systems have previously been proven to collect new user data. When the
user believes the device is turned off, some data can be obtained because many headsets and gadgets
are still turned on, allowing developers to collect data without the users' awareness. This data can
then be sold and leaked to third parties through known vulnerabilities, affecting the quality and pric-
ing of user-advertised items and services (Ismadi et al., 2020) and (Chirisa et al., 2020).
H2b: Security challenges have a negative effect on the viability of Virtual Tourism in the
Philippines.
Navigation
To achieve an immersive experience in virtual tourism, navigation plays an important role.
However, there are navigation issues that virtual tours continuously encounter. The difficulty and
slow movement through virtual space are considered huge problems encountered by the users.
Moreover, turning around to different virtual space areas was truly effortful. Since then, video
games have progressed rapidly. However, virtual is still fixed in a similar interaction model that in-
cludes the following aspects: loading times of navigation are slow, there are too many navigation
controls, and several areas with 360-degree virtual tour coverage are often restricted. In addition, too
many navigation-arrow signifiers lead to confusion among several participants (Laubheimer, 2020).

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Krysthel Kate Acosta, Jocelyn Y. Camalig, Krizian Andrei O. Velez, Ravana C. de Dios, Kelly Ann A. Librando, Becy V. Mae

Olbrich et al. (2015) stated that VR must be able to reduce the communication barrier be-
tween users and the system. Nevertheless, some gaps still need to be filled in the future to attain
physical acceptability comparable to a touchscreen. Space, Feedback from the output, Input Recog-
nition, and Voice Dialogue are the navigation challenges listed.
H2c: Navigation challenges have a negative effect on the viability of Virtual Tourism in the
Philippines.

Materials and Methods

This study is a quantitative type of research utilizing the causal research design. Quantitative
research focused on the process of collecting and analyzing numerical data (Bhandari, 2021). On the
other hand, a causal research design is conducted to assess the impacts of specific changes on exist-
ing norms, various processes, etc. (Zikmund et.al., 2012).
The population of the study is comprised of tourists who visited an attraction or destination
in the Philippines. To facilitate PLS-SEM analysis, the research sample size was calculated based on
the recommendations of Hair et al. (2013). The sample size was calculated using the G*Power 3.0
software program (UCLA) with a power of .80, a medium effect size of 0.15, and alpha set at .05 for
multiple regression of the maximum number of variables in a construct in our research framework,
with 4 predictors used. A minimum sample size of 129 was necessary. On the other hand, the sam-
ple size determination by Hair et al. (2013), a sample size of 137 is needed when the maximum
numbers of arrows pointing to a construct are 4, and the significance level is set at 5% and the
minimum R2 is at 0.10. Comparing the results of both test and to account for possible incomplete
data and refusal in the submission or return of the research instrument, the researchers opted to make
the sample size 144.
In addition, the researchers utilized purposive sampling, and the respondents are of legal age
and have visited an attraction or destination in the Philippines.They were chosen since they will help
to assess the viability of virtual tourism in the Philippines as well as to determine the factors affect-
ing the viability of virtual tourism in the Philippines.
A researcher-made survey questionnaire consisted of four (4) parts - demographic profile of
the respondents, perceived benefits of virtual tourism, perceived challenges of virtual tourism, and
viability of virtual tourism in the Philippines to tourists. The survey questionnaire used a five-point
Likert Scale where one (1) means not agree, and five (5) means strongly agree.
Following the quantitative approach being used in the study, the survey questionnaires were
made by researchers guided by different literature and studies. In connection, the formulated ques-
tions were then aligned based on the research questions and main objectives of the study.
The research instrument of this study was divided into four parts namely, the demographic
profile of the respondents, perceived benefits of virtual tourism, perceived challenges of virtual tour-
ism and viability of virtual tourism in the Philippines to tourists.
The variables, indicators, and references are listed in the following table.

Table 1. Sources of indicators for factors affecting virtual tourism

Variables Indicators References
Perceived Bene- PERCEIVED USEFULNESS OF Bagus, Brahmasari, Suryani, 2020;
fits of Virtual VIRTUAL TOURISM Australia Tourism, n.d.; Kim et al.,
Tourism 2018; Subramani and Ambrose, 2020
PERCEIVED EASE OF USE OF Department of Information and Com-
VIRTUAL TOURISM munications Technology, 2021;

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Variables Indicators References

Fonseca, 2021; Li et al., 2021; Anko-
mah & Larson, 2017
TOURIST MOTIVATION Knowledgenile, n.d; Business World
Innovative Technologies, 2019; Kim,
Lee, and Jung, 2018; El-Said and Aziz,
2021; VIAR, 2020; Craig, n. d
PROMOTION Aziz and Zainol, 2011; Pestek & Sar-
van, 2021; Rahimizhian et al., 2020;
Huang et al., 2016;
SUSTAINABILITY Utheim, 2020;
Perceived Chal- Guttentag 2010; Point in time, 2018;
SOCIAL INTERACTION
lenges of Virtual Negrão, 2020;
Tourism Murphy et. al., 2017; Teppler, 2016;
SECURITY
Roman, Zhou and Lopez, 2013
Laubheimer, 2020; Marton, Agus,
NAVIGATION
Gobbetti, Pintore & Rodriguez, 2012

The research instruments passed through content validation of experts from the field of tour-
ism and information technology. A validation form was accomplished by the jurors in evaluating the
validity of questions to ensure that these are correct and essential to be included in the questionnaire.
The research instrument was then revised according to the evaluation and final recommendation of
the jurors.
On the other hand, this study utilized PLS-SEM method, evaluations of the research instru-
ment wherein validity and reliability tests were included as part of the actual testing. The results of
the validity and reliability tests were as follows:

Table 2. Convergent Validity and Reliability Tests

Perceived Benefits of Virtual Tour- Factor Average Va- Composite Cronbach’s
ism Loading riance Alpha
Perceived Usefulness of Virtual Tour- 0.657 0.869 0.905
ism
PU1 Virtual tourism stimulates the cu- 0.778
riosity of the tourists.
PU2 Tourists who experience virtual 0.833
reality can get a glimpse of the location
which helps manage expectations.
PU3 Virtual tourism affects the cogni- 0.805
tive response of the tourist towards vi-
siting a destination.
PU4 The visuals and videos in virtual 0.843
reality can fuel the attention of tourists.
PU5 Tourists view virtual reality as a 0.792
tool that can bring a destination to life.
Perceived Ease of Use of Virtual 0.615 0.895 0.918

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Krysthel Kate Acosta, Jocelyn Y. Camalig, Krizian Andrei O. Velez, Ravana C. de Dios, Kelly Ann A. Librando, Becy V. Mae

Tourism
PEOU1 The virtual tourism platform is 0.73
accessible for all tourists.
PEOU2 The virtual tourism platform is 0.747
easy to use.
PEOU3 The information in the virtual 0.804
tourism platform is easy to find and
understand.
PEOU4 Virtual tourism is convenient 0.794
to use with any type of gadget.
PEOU5 Learning to use the virtual 0.815
tourism platform is easy.
PEOU6 Using the virtual tourism plat- 0.801
form does not require a lot of mental
work.
PEOU7 The virtual tourism platform is 0.792
reliable and available.
Tourist Motivation 0.633 0.883 0.912
TM1 Tourists will have prior know- 0.731
ledge in attractions before visiting in
real-time.
TM2 Virtual tours utilize creative tools 0.833
that tourists can learn more even with-
out a tour guide
TM3 Virtual interactivity, experience, 0.851
and immersion can influence a tourist’s
attitude towards the destination.
TM4 Virtual tourism can give the tour- 0.818
ist a sense of the ambiance in a location
that encourage tourists to visit the des-
tination.
TM5 Virtual tours allow tourists to tour 0.802
the destinations independently on their
own time and at their own pace.
TM6 Virtual tourism decrease cost be- 0.729
cause product demonstration will be
done without personal meetings and
expensive presentation.
Promotion 0.73 0.877 0.915
PRO1 Virtual tourism provides virtual 0.867
imagery that heavily benefits tourism
marketing, campaigns, and promotions.
PRO2 Virtual reality is a strategic tool 0.873
used by marketers to enhance the
transmission of emotions and expe-
riences.
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Special Issue on Hybridity in the New Reality

PRO3 With the 360-degree video inno- 0.833

vation in virtual tourism, destination
marketers can create campaigns that
provide customers a virtual exposure
before their actual trip.
PRO4 A virtual experience in the field 0.845
of tourism is seen as a medium to pro-
mote various destinations.
Sustainability 0.725 0.874 0.913
SUST1 Virtual tourism can help to les- 0.823
sen CO2 emissions because it doesn’t
need modes of transportation.
SUST2 Virtual tours can be a viable 0.855
alternative to visiting protected natural
sites and tourist spots.
SUST3 Virtual tourism boosts the des- 0.861
tination's sustainability.
SUST4 Virtual tourism can bridge the 0.867
gap between commercial profit and the
need for conservation.
Perceived Challenges of Virtual Factor Average Va- Composite Cronbach’s
Tourism Loading riance Alpha
Social Interaction 0.622 0.797 0.868
SI1 Virtual tourism brings a major gap 0.803
and limits social interaction from the
provider of tourism and hospitality ser-
vices to the tourist.
SI2 Virtual tourism decreases the time 0.81
spent interacting with people and things
in the real world.
SI3 Virtual tourism is an individual ex- 0.771
perience and gives the tourist the feel-
ing of isolation.
SI4 Tourists are unable to get instant 0.769
feedback because it lacks opportunities
to interact naturally.
Security 0.824 0.929 0.949
SEC1 Small malware attacks in virtual 0.902
environment can disrupt the software
programs.
SEC2 Security concern in virtual tours 0.889
feature improperly protected of user’s
personal information
SEC3 Security attacks in virtual reality 0.913
learning environment can compromise

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Krysthel Kate Acosta, Jocelyn Y. Camalig, Krizian Andrei O. Velez, Ravana C. de Dios, Kelly Ann A. Librando, Becy V. Mae

performance and integrity.

SEC4 Malicious activities that carried 0.927
out by attacker to crash virtual reality
sessions
Navigation 0.642 0.859 0.899
NAV1 Slow and difficult movement 0.734
through the virtual space.
NAV2 Too much navigation controls 0.828
and signifiers that leads to users’ con-
fusion.
NAV3 Loading times of navigation in 0.851
virtual tours are slow.
NAV4 The inaccuracy of input system 0.811
in virtual reality can cause error or de-
lay in feedback to users.
NAV5 Without precise use of language 0.776
in voice command navigation, users
will feel frustrated and lose interest in
continuing the virtual tours exploration.
Factor Average Va- Composite Cronbach’s
Loading riance Alpha
Extracted Reliability
Viability of Virtual Tourism in The 0.688 0.908 0.929
Philippines to Tourists
VIA1 I believe that virtual tourism can 0.79
be an alternative way of promoting Phi-
lippine tourism
VIA2 I believe that the potential of 0.763
having virtual tourism in the Philip-
pines have a great chance of growth
VIA3 I will enjoy exploring Philippine 0.867
attractions and destinations through
virtual tourism
VIA4 I am inclined to avail of virtual 0.892
tourism services in the future
VIA5 I am interested to experience vir- 0.861
tual tourism at the comfort of my home
VIA6 The booming trend of virtual 0.796
tourism may catch the interest of poten-
tial tourists in the Philippines
All item loadings are significant at 0.001 (p<0.001).

Table 2 presented the convergent validity and reliability tests. The coefficients of Cronbach’s
Alpha (CA) and Composite Reliability (CR) in the indicators of perceived benefits of virtual tour-
ism, perceived challenges of virtual tourism, and viability of virtual tourism in the Philippines to
tourists – have values higher than 0.7, and, thus, are highly reliable. As for the composite reliability,
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Special Issue on Hybridity in the New Reality

since the CA and CR are close, this implied that they measure the same single construct, have exact-
ly the same factor loadings, and do not have error covariances.
A measurement of a research instrument is said to have a good convergent validity if the res-
pondents, as well as the designers of the research instruments, have the same understanding of all
the question statements (or other measures) of each latent variable. In connection, for concluding the
measurement model has acceptable convergent validity the p-values associated with the loadings
must be equal to or lesser than 0.05; and that the loadings be equal to or greater than 0.5 (Hair et al.,
1987; 2009; Kock, 2014a).
Likewise, all item loadings are significant at <0.001 and the values of the individual loadings
are higher than 0.5. This indicates that all latent constructs or variables such as perceived benefits of
virtual tourism, perceived challenges of virtual tourism, and viability of virtual tourism in the Phil-
ippines to tourists are within the acceptable thresholds for convergent validity.
The survey was conducted online using Google Form starting April 2022 until May 2022.
The researchers asked for the consent of the respondents particularly the tourists who visited an at-
traction and/or destination in the Philippines. Through the letter of consent, they were assured of the
confidentiality of all personal information and responses that were provided. In addition, the purpose
of the study was explained to the respondents. The researchers also provided an e-mail address
where respondents can send inquiries and questions about some items that needed clarification.
Upon completion of the required number of respondents, the survey questionnaires were immediate-
ly retrieved and tallied by the researchers utilizing Frequency Distribution or Percentage as well as
the PLS-SEM Method. The data collected from survey questionnaires were then analyzed and inter-
preted.
For an in-depth analysis of the data gathered in this study, different statistical tools were
used. Descriptive statistics were used to describe the demographic profile of the respondents while
inferential statistics were used for reliability, and validity as well as the relation between different
factors affecting user satisfaction and continuance intention.
To interpret the data pertaining to the profile of the individual participants the frequency dis-
tribution or percentage was used. Frequency distribution is a representation of a display number of
observations in a stated interval (Young, 2020). The researcher opted to use this as the results can be
presented in either graphical format or tabular so that readers can readily analyze a described sample
rather than reading an individual quantitative statement (Allen, 2017). This was used in this study to
report the distribution in terms of age, gender, and nationality of the respondents, particularly the
tourists in the Philippines.

Formula:
f
P = X 100
N

Where:
P = is the Percentage
f = is the frequency
N = is the total number of respondents
To test the hypotheses of the study, partial least squares – structural equation modelling
(PLS-SEM) was utilized using WarpPLS 7.0. Since the present study involves model development
and prediction, PLS-SEM is an appropriate statistical test. This statistical tool is best used since this
study involves explorations of effort expectancy, performance expectancy, service quality, trust, and

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Krysthel Kate Acosta, Jocelyn Y. Camalig, Krizian Andrei O. Velez, Ravana C. de Dios, Kelly Ann A. Librando, Becy V. Mae

continuance intention, and level of satisfaction which would be particularly effective in examining
their complex relationships (Muller et al., 2018). Moreover, numerous studies use this method in
determining factors affecting satisfaction and continuance intentions in relation to online food order-
ing and delivery system (Ali, et al., 2021; Troise, et al., 2021; Yeo, et al., 2021; Choi, 2020; Suhar-
tanto, et al., 2019).
The assessment of the PLS-SEM results includes evaluations of the measurement model and
the structural model. In the evaluation of the measurement model, validity and reliability tests are
included. On the other hand, evaluation of the structural model entails the assessment of collinearity,
path coefficients of the model, coefficient of determination, effect sizes, and predictive relevance
(Hair, et al., 2016; Samani, 2016).
Before full structural equation analysis was carried out, a test of each measurement model
will be required to measure the association between the indicators and latent construct. The tests are
intended to identify the significant items in each measurement model to be used in further analysis.
To test the outer model, two different kinds of analyses were performed, where the initial PLS oper-
ation that employed boot strapping method with 1000 resamples created loadings, average variance
extracted (AVE), weights, t-values and composite reliabilities for every measurement item corres-
ponding to its hypothesized construct. For each measurement item, the loadings were evaluated.
An instrument is said to be reliable if the measures or items for each latent variable are un-
derstood in the same way by different participants (Kock, 2017). In the present study, both Cron-
bach’s alpha (CA) and composite reliability (CR) were gauged. The acceptable coefficient for both
CA and CR is 0.70 and above (Fornell & Larcker, 1981; Nunnally, 1978; Nunnally & Bernstein,
1994; Kock, 2014; Kock &Lynn, 2012). Moreover, Kock and Lynn (2012) identified a more re-
laxed criterion for the coefficient of CA and CR which is, one of the two reliability measures should
be equal to or greater than 0.70.

The formula for Cronbach’s alpha is:

Where:
N = the number of items.
c̄ = average covariance between item-pairs.
v̄ = average variance.

When it comes to validity measurements, both convergent and discriminant validity tests
were performed. Discriminant validity is the degree to which there are differences between two con-
structs. An instrument is said to have a discriminant validity when the items or measures of each la-
tent variable are not confusing with regard to their meaning, and it is well-understood by the respon-
dents. On the other hand, convergent validity refers to the degree to which theoretically similar con-
structs are related to each other is given. An instrument is said to have a convergent validity when
the respondents and the designer/s of the instrument have the same understanding with the items or
measures of each latent variable under scrutiny (Kock, 2017).
Assessment of convergent validity includes the evaluation of the loadings of each item for
every latent variable. To establish convergent validity, the factor loading of the indicator, composite
reliability (CR) and the average variance extracted (AVE) have to be considered. The p-values of for
each loading must be equal to or lesser than 0.05 and each loading must have a value of 0.5 and
above (Hair et al., 2009; Kock, 2014; Hamid et al., 2017).

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Special Issue on Hybridity in the New Reality

The formula for composite reliability is:

Where:
Kj is the number of indicators of construct ,
λjk the factor loading of item i, and
jk is the error variance of the kth indicator (k = 1, … Kj ) of construct
The average variance extracted can be calculated as follows:

Where:
Kj is the number of indicators of construct ,
λjk the factor loading of item i, and
jk is the error variance of the kth indicator (k = 1, … Kj ) of construct

For confirmations of discriminant validity of the constructs, the Fornell-Larcker Criterion

will be used where the average variance extracted (AVE) values must be above 0.4 and that the
square roots of AVE for each LV must be more than absolute correlations between these variables.
Additionally, discriminant validity assesses the correlations among variables with square roots of
AVE coefficient (Kock, 2017). For every latent construct, the square root of the AVEs should be
greater than any of the correlations involving the said variable (Fornell & Larcker, 1981).

In short, the diagonal values must be greater than any of the values to their left or right in the
same row (Kock, 2017).

Once the tests for reliability, validity, and multicollinearity pertaining to the measurement
model are deemed acceptable, the next stage in PLS-SEM is to assess the structural model and its
paths can be analyzed appropriately. This can be judged on the basis of the model’s ability to fore-
tell the dependent Latent Variables (LVs). This can be measured with the help of path coefficients,
p-value, and the effect size f2.
Path coefficients and respective P values are shown together. The P values shown were cal-
culated through one of several methods available, and are thus method-specific; that is, they change

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Krysthel Kate Acosta, Jocelyn Y. Camalig, Krizian Andrei O. Velez, Ravana C. de Dios, Kelly Ann A. Librando, Becy V. Mae

based on the P value calculation method chosen. In the calculation of P values, a one-tailed test is
generally recommended if the coefficient is assumed to have a sign (positive or negative), which
should be reflected in the hypothesis that refers to the corresponding association (Kock, 2015a).
Hence the PLS-SEM reports one-tailed P values for path coefficients; from which two-tailed P val-
ues can be easily obtained if needed (Kock, 2015a). The p-values of for each loading must be equal
to or lesser than 0.05 and each loading must have a value of 0.5 and above (Hair, Black, Babin, &
Anderson, 2009; Kock, 2014).
In addition, the values of the effect size (f2) were sought to determine the effect of a predic-
tor construct on an endogenous latent construct. This helps determine the hypothesized relationships
among information success, perceived ease of use, perceived usefulness, behavioral intention, and
satisfaction to determine the path loadings between each pair of LVs, coefficient of determination
value for the endogenous LV, and finally the t-value to test the significance of the assumptions.

Results and Discussion

The majority of the respondents were female, and Filipino (68.75%), aged 18-24 years old
(86.81%), and mostly Filipino (99.31%). The results of the evaluation of the measurement of the
research instrument and a summary of hypothesis testing were presented below.

Table 3. Indicators of Perceived Benefits of Virtual Tourism, Perceived Challenges of Virtual

Tourism, and Viability of Virtual Tourism in The Philippines to Tourists (Evaluation of the
Measurement Model)
PU PEOU TM PRO SUST SI SEC NAV VIA
PU 0.811
PEOU 0.527 0.784
TM 0.722 0.621 0.796
PRO 0.662 0.596 0.735 0.855
SUST 0.633 0.632 0.705 0.694 0.852
SI 0.536 0.445 0.583 0.545 0.605 0.788
SEC 0.561 0.541 0.555 0.564 0.61 0.571 0.908
NAV 0.417 0.463 0.396 0.409 0.418 0.486 0.566 0.801
VIA 0.457 0.527 0.443 0.373 0.556 0.281 0.269 0.282 0.829
Note: Square roots of average variances extracted (AVEs) are shown on diagonal
Legend: PU (Perceived Use), PEOU (Perceived ease of use), TM (Tourism Motivation), PRO (Pro-
motion), SUST (Sustainability), SI (Social Interaction), SEC (Security), NAV (Navigation), VIA
(Viability of Virtual Tourism)

For confirmation of the discriminant validity of the constructs, the Fornell-Larcker Criterion
was used, wherein the diagonal values must be greater than any of the values to their left in the same
row. Table 2 shows that the measures used in the study have discriminant validity. Furthermore, it
implied that constructs differ from one another. To sum up, the discriminant validity can be accepted
for this measurement model and supports the discriminant validity between the constructs.
PLS-Path Model Figure 1, Table 4 and Table 5 display the PLS path model and the direct ef-
fects of each structural path.

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Special Issue on Hybridity in the New Reality

Figure 1. SEM Model

Hypothesis Testing

Table 4. Perceived Benefit Factors Affecting the Viability of Virtual Tourism in The Philip-
pines
Hypo- Path P- Stan- Effect Effect Size Interpreta- Decision
thesis Coeffi- value dard Size Int. tion
cient Error
PU à 0.142 0.041 0.081 0.065 Small Significant Supported
VIA
PEOU à 0.285 <0.001 0.078 0.154 Medium Significant Supported
VIA
TM à 0.096 0.121 0.082 0.047 N/A Not Signifi- Not Sup-
VIA cant ported
PRO à 0.117 0.076 0.081 0.045 N/A Not Signifi- Not Sup-
VIA cant ported
SUST à 0.405 <0.001 0.076 0.226 Medium Significant Supported
VIA
f2 is the effect sizes (Cohen, 1988) where 0.02 = small, 0.15 = medium, 0.35 = large. Significance:
*p < 0.001, <0.01, <0.05

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Krysthel Kate Acosta, Jocelyn Y. Camalig, Krizian Andrei O. Velez, Ravana C. de Dios, Kelly Ann A. Librando, Becy V. Mae

The findings revealed that the Perceived usefulness benefit shows a positive significant ef-
fect on the viability of virtual tourism in the Philippines (β= 0.142, 0.041) with a small effect size
(f2=0.065); therefore, H1a is supported. This implies that the more useful virtual modality is to the
tourist the more viable virtual tourism is. The rise of augmented wireless reality swept the technolo-
gical world hereby generating interest in the field of research, industry, and innovation (Bagus et al.,
2020) Yang et al. (2022) indicated that tourists' virtual tourism experiences allow them to instinc-
tively sense new experiences. At the same time, this immersive experience heightens travelers'
awareness while also arousing their inner curiosity. Furthermore, tourists' virtual tourism technology
experiences stimulate their interest, satisfy their expectations, and boost their recognition and con-
tentment. Sarkady et al. (2021), infer that one of the advantages of virtual reality (VR) is that it
makes tourist attractions more accessible. Destinations can be freely chosen, and physically con-
strained regions can be visited using virtual reality technology. With this, the perceived usefulness
of a heightened visitor experience through immersive technologies and accessibility of the destina-
tion this indicator should be considered a benefit factor affecting the viability of virtual tourism in
the Philippines.
Regarding the effect of perceived ease of use benefits on the viability of virtual tourism in
the Philippines, the result shows a positive significant effect was found (β= 0.285, <0.001) with a
medium effect size (f2=0.154), hence H1b is supported. This implies that the less challenging the
tourist experience using the technology the more viable virtual tourism will be. The use of this tech-
nology should be free from effort (Lee et.al., 2018). The “Take it home" culture that originated in
China caught the interest of potential visitors to use gadgets to access tourist attractions' images or
videos virtually and then simultaneously communicate with knowledgeable tour guides in the com-
fort of their home. Leite et al. (2021) prove that accessibility is a critical feature of online goods that
strive to give equal access to all users, regardless of their physical, intellectual, or cognitive limita-
tions. Moreover, according to Ankomah and Larson (2017), the rapid development of ICT has led to
the creation of newer technologies that extend tourist products and experience into the sphere of vir-
tual tourism (VT).
The Sustainability benefits have a positive significant effect on the viability of virtual tour-
ism in the Philippines (β= 0.405, <0.001) with a medium effect size (f2=0.226), therefore, H1e is
supported. This further implies that the more sustainable virtual tourism is to tourists, the more it
may become viable. The use of virtual tourism has a significant impact on spreading sustainable
awareness and reducing greenhouse gas emissions. Furthermore, virtual tourism is seen as a feasi-
ble tool for promoting the long-term viability of tourist sites, not only in terms of the environment
and culture but also in terms of the economic component of host communities through the creation
of alternative sources of revenue (Lu et al. 2021). Virtual tourism can help to lessen CO2 emissions
because it will not need any mode of transportation. Likewise, it can cause less garbage, less disrup-
tion to natural ecology and wildlife as well as less flora and fauna wear. (Utheim 2020). Indeed, vir-
tual tourism is considered one of the unique technologies that protect the ecosystem rather than harm
it. With this, perceived sustainability benefits might support the viability of virtual tourism in the
Philippines.
Tourist motivation benefits have no positive effect on the viability of virtual tourism in the
Philippines (β= 0.096, 0.121), thus H1c is not supported. This implies that tourist motivation may
not affect the use of virtual tourism in a destination. Talafubieke, et. Al, (2021) stated that the nature
of virtual reality tourist products will have a significant impact on the present tourism sector, how-
ever, it should work hand-in-hand with real tourism products to be successful. Tourists that expe-
rience VR to select a holiday destination view VR as a tool to get a glimpse of the location, which
helps manage expectations (Australia Tourism n.d.). Tourists view virtual reality as a tool that can
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Special Issue on Hybridity in the New Reality

bring a destination to life and entice visitors to visit places they would not have explored otherwise
(Australia Tourism n.d.). VR Tourism affects the cognitive response of the tourist, which causes
motivation to visit the place presented (Kim et al., 2018).
Promotion benefits have no positive effect and are not significant on the viability of virtual
tourism in the Philippines (β= 0.117, 0.076); thus, H1d is not supported. This implies that promotion
is not one of the benefits considered by the respondents of the study affecting virtual tourism. Ac-
cording to Băltescu 2019; Kilic et al, 2019, traditional materials (e.g., brochures) still have a signifi-
cant impact on the decision-making process of purchasing tourism products and services and are
more effective in the process of advertising. For guests or customers, perceived service quality has
more mediating effects on virtual reality while in contrast, brochures are more effective in convert-
ing participation into behavioral intention, especially during the advertising attitude phase. Aziz and
Zainol, 2011, on the other hand, stated that virtual tourism provides virtual imagery that heavily
benefits tourism marketing campaigns and promotions. This is further supported by the study of Pes-
tek and Sarvan, 2021 and Rahimizhian et. al. 2020.

Table 5. Perceived Challenge Factors Affecting the Viability of Virtual Tourism in The Philip-
pines
Hypo- Path P-value Stan- Effect Effect Interpreta- Decision
thesis Coeffi- dard Size Size Int. tion
cient Error
SI à VIA 0.022 0.394 0.083 0.008 N/A Not Signifi- Not Supported
cant
SEC à 0.261 <0.001 0.079 0.074 Small Significant Supported
VIA
NAV à 0.2 0.007 0.08 0.072 Small Significant Supported
VIA
f2 is the effect sizes (Cohen, 1988) where 0.02 = small, 0.15 = medium, 0.35 = large. Significance:
*p < 0.001, <0.01, <0.05

In terms of the effect of Security challenges on the viability of virtual tourism in the Philip-
pines, the results show a positive significant effect on the viability of virtual tourism in the Philip-
pines (β= 0.261, <0.001) with a small effect size (f2=0.074), therefore, H2b is supported. It implies
that the respondent values security in virtual tourism. Security is defined as a method of ensuring the
integrity, confidentiality, and availability of data when it is needed. Perceived security is characte-
rized as the degree of consumers' security from such “threats”. VR systems have previously been
proven to collect new user data. (Ismadi et al. 2020) and (Chirisa et al. 2020).
Virtual tourism is made possible by the internet and technology. Encountering small mal-
ware attacks can disrupt the software programs and even the operation conducted virtually by ser-
vice providers (Murphy et.al. 2017). In addition, there will be issues regarding legal regulations and
personal data protection as every transaction will be done virtually (Ivanova 2019). Virtual reality
technologies are embraced by corporate environments, agencies, and other organizations. With this,
a virtual environment is exposed to security risks. In virtual tours, security concerns feature impro-
perly protected users ‘personal information (Teppler 2016).
Likewise, the analysis of the data shows that navigation challenges have a positive signifi-
cant effect on the viability of virtual tourism in the Philippines (β= 0.2, 0.007) with a small effect
size (f2=0. 072); thus, H2c is supported. This implies that navigation in virtual tourism might affect

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Krysthel Kate Acosta, Jocelyn Y. Camalig, Krizian Andrei O. Velez, Ravana C. de Dios, Kelly Ann A. Librando, Becy V. Mae

its success. Olbrich et al. (2015) stated the need to reduce the communication barrier between users
and the system itself. There are still some gaps that need to be filled in the future to attain physical
acceptability, comparable to touchscreen navigation. Space, Feedback from the output, Input Rec-
ognition, and Voice Dialogue are the navigation challenges listed. This implied that navigation
should be considered a challenging factor affecting the viability of virtual tourism in the Philippines
In order to achieve an immersive experience in virtual tourism, navigation plays an impor-
tant role. However, there are navigation issues that virtual tours continuously encounter. The diffi-
culty and slow movement through virtual space are considered huge problems encountered by the
users. Moreover, turning around to different virtual space areas was truly effortful. Since then, video
games have progressed rapidly. While virtual tours are still fixed in a very similar interaction model
that includes the following aspects: loading times of navigation are slow, too many navigation con-
trols and a number of areas with 360-degree virtual tour coverage are often restricted. Too many na-
vigation-arrow signifiers lead to confusion among several participants (Laubheimer 2020).
The results on social interaction challenges on the viability of virtual tourism in the Philip-
pines show no positive effect, and no significance was found (β= 0.022, 0.394); therefore, H2a is not
supported. This implies that social interaction is not an issue in virtually the study of Rogers et al.
(2021) social interaction through new and enhanced technology-mediated communication, as well as
creative extended reality technologies such as augmented reality (AR) and virtual reality (VR), has
become a staple in an ever-changing society. Face-to-face interaction is what most people are famil-
iar with and prefer over computer-mediated communication. However, the VR interaction made
them feel the most at ease, and relaxed. This implied that social interaction should not be considered
a challenging factor affecting the viability of virtual tourism in the Philippines. Guttentag (2010)
stated that virtual reality technology utilized by some tourism and hospitality as well as travel com-
panies demonstrated tourists’ hotel locations and spots with the help of 3D Videos. This brings a
major gap and limits social interaction from the provider of tourism and hospitality services to the
tourist.

Conclusion
Virtual tourism is viable in the Philippines and for Filipino tourists. However, its viability
may be affected by the perceived benefit factors namely perceived usefulness, perceived ease of use,
and sustainability, as these indicators showed positive significant effects. In contrast, two perceived
benefit factors, tourist motivation, and promotion were found to have no positive effect and no signi-
ficance on the viability of virtual tourism in the Philippines. Furthermore, virtual tourism in the Phil-
ippines is affected by perceived challenge factors such as security and navigation as these showed
positive significant effects. The social interaction indicator, on the other hand, was found to have no
positive significant effect on the viability of virtual tourism in the Philippines.
Hence, the destination and tourism planners should take into consideration indicators such as
perceived usefulness, perceived ease of use, sustainability, security, and navigation when planning
for the use of virtual tourism to ensure its success.
Future studies exploring the tourist behavioral factors that affect tourists' motivation and
promotion of virtual tourism as well as the challenge factors such as the country's financial capabili-
ty, destination, or attraction, and cultural factors that help assess virtual tourism's viability are rec-
ommended.

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Special Issue on Hybridity in the New Reality

Acknowledgement
Foremost, the researchers would like to express their deepest gratitude to the following indi-
vidual for their provision of valuable guidance in the preparation and completion of this research
study.
To Dr. Lilibeth Aragon, beloved dean, who gave approval and recognition for conducting the
research study.
To the research adviser, Dr. Jocelyn Y. Camalig., for the continuous support, patience, en-
thusiasm, and encouragement as he shares insightful comments to make this thesis possible.
To the panelists Mr. Heinz Pelayo and Mr. Allan Tang, who are the key persons in the ac-
complishment of this study. We express our sincere gratitude for allowing the researchers to im-
prove their study with your shared knowledge in your expertise.
The researchers would also like to express their deepest gratitude to their parents for their fi-
nancial support and friends and fellow students who have always been there for them throughout
this venture and partake in the study’s accomplishment.
Above all, the researchers would like to express their deepest gratitude to the Lord for giving
them the strength, knowledge, and wisdom they need to accomplish their paper

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