Factors Affecting the Viability of Virtual Tourism in the Philippines

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 approach. 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, partial 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 capability and cultural factors that might help assess virtual tourism's viability in the Philippines is recommended.