5D Virtual Reality and Tourists’ Visit Intentions: The Role of Inherent Innovativeness

Authors

  • Husni Muhamad Rifqi Department of Management and Marketing, KFUPM Business School, King Fahd University of Petroleum and Minerals, Dhahran, Saudi Arabia https://orcid.org/0009-0003-6455-6657
  • Kwabena Frimpong Department of Management and Marketing, IRC for Finance and Digital Economy, KFUPM Business School, King Fahd University of Petroleum and Minerals, Dhahran, Saudi Arabia https://orcid.org/0000-0003-3174-6430

DOI:

https://doi.org/10.29036/mhmb7x03

Keywords:

5D virtual reality, attitude, satisfaction, inherent innovativeness, visit intention, heritage destination.

Abstract

This study examines how tourists’ attitudes towards 5-Dimensional Virtual Reality (5DVR) influence their behaviour in cultural tourism contexts, focusing on Islamic heritage destinations. 5DVR extends conventional VR by integrating multisensory stimuli, such as motion, haptics, and olfactory effects, thereby offering a deeper immersive experience. Guided by the attitude–behaviour framework, we examined tourists’ attitudes towards 5DVR as the independent variable, satisfaction with 5DVR as a mediator, and intention to visit real destinations as the dependent variable, while testing inherent innovativeness as a moderator. An online survey with a quasi-experimental design was administered to 175 Indonesian tourists using a 5DVR platform. Satisfaction significantly mediated the relationship between attitudes towards 5DVR and visit intentions, while inherent innovativeness moderated the satisfaction–intention pathway but did not influence the attitude–satisfaction relationship. These results highlight the role of multisensory immersive technologies in shaping tourists’ psychological responses and travel intentions. We suggest that managers can strengthen cultural tourism engagement by designing 5DVR experiences that emphasise sensory immersion, authenticity, and emotional appeal, while tailoring promotional strategies to innovative and tech-savvy market segments.

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Author Biographies

  • Husni Muhamad Rifqi, Department of Management and Marketing, KFUPM Business School, King Fahd University of Petroleum and Minerals, Dhahran, Saudi Arabia

    Husni Muhamad Rifqi is a PhD student in Business Administration at King Fahd University of Petroleum and Minerals (KFUPM), Saudi Arabia, where he previously completed his MSc in Business Studies with a specialization in Marketing. His research interests span consumer behaviour, tourism marketing, digital branding, social entrepreneurship, and technology adoption. He holds a Bachelor of Business Administration (Hons) from Albukhary International University (AIU), Malaysia, where he studied under the leadership of Professor Muhammad Yunus, the Nobel Peace Prize Laureate and Chancellor of AIU, whose work inspired his interest in social business and sustainable development. Husni is the recipient of full scholarships from the Albukhary Foundation and the Saudi Arabian Government. He has also served as a Junior Lecturer at Darunnajah University, Indonesia. His current research focuses on digital consumer engagement, virtual tourism, AI adoption, and sustainable destination marketing.

  • Kwabena Frimpong, Department of Management and Marketing, IRC for Finance and Digital Economy, KFUPM Business School, King Fahd University of Petroleum and Minerals, Dhahran, Saudi Arabia

    Kwabena Frimpong (Associate Professor) is a Marketing and International Business scholar. He holds a PhD in Marketing and an MSc in International Marketing from Strathclyde Business School, Glasgow, UK. He earned a BSc (First Class) in Administration at the University of Ghana Business School. His research lies at the intersection of marketing strategy and services marketing, with a particular focus on how digital innovations and service-dominant orientations shape service performance, internationalization, and sustainability outcomes for small and medium-sized enterprises in developing and emerging markets. His work has been published in reputable academic journals and international conference proceedings. Kwabena also serves on the editorial review board of Management International Review and reviews for several internationally refereed and peer-reviewed journals. Before transitioning to a full-time academic career in 2010, he was Vice President of Marketing and Corporate Communication at Databank, a leading investment bank in Ghana.

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Published

2026-06-01

Issue

Vol. 17 No. 32 (2026): Journal of Tourism and Services

Section

Scientific Papers

License

Copyright (c) 2026 Journal of Tourism and Services

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Journal of Tourism and Services (ISSN 1804-5650) is published by the Center for International Scientific Research of VŠO and VŠPP in cooperation with the following partners:

  • Juraj Dobrila University of Pula, Faculty of Economics and Tourism, Croatia
  • School of Business and Administration of the Polytechnic Institute of Setúbal, Portugal
  • Szent István University, Faculty of Economics and Social Sciences, Hungary
  • Pan-European University, Faculty of Business, Prague, Czech Republic
  • Pan-European University, Faculty of Entrepreneurship and Law, Prague, Czech Republic
  • University of Debrecen Faculty of Economics and Business, Hungary
  • University of Zilina, Faculty of Operation and Economics of Transport and Communications, Slovakia

The publisher provides a free access policy to the Journal of Tourism and Services.

How to Cite

Rifqi, H. M., & Frimpong, K. (2026). 5D Virtual Reality and Tourists’ Visit Intentions: The Role of Inherent Innovativeness. Journal of Tourism and Services, 17(32), 37-62. https://doi.org/10.29036/mhmb7x03