The Immersive Technology Adoption for Competitive Advantage Model (ITACOM): A Comprehensive Framework For AR/VR Adoption In Tourism

Abstract

This study develops the Immersive Technology Adoption for Competitive Advantage Model (ITACOM), integrating UTAUT with competitive dynamics theory to explain AR/VR adoption in emerging market tourism. Analyzing 200 Indonesian travel agencies using PLS-SEM, we identify three adoption dimensions: Technology Infrastructure, Strategic-Competitive, and Human-Organizational. All seven antecedents significantly influence adoption (R² = 67.5%), with performance expectancy and competitive pressure as primary drivers. The model reveals dual-path value creation: strategic factors show partial mediation while operational factors demonstrate full mediation to competitive advantage (R² = 62.9%). Surprisingly, no geographic differences emerged between Java and outer islands, suggesting digital democratization. However, implementation sophistication significantly moderates adoption-outcome relationships. ITACOM advances theory by demonstrating asymmetric value creation patterns and provides practical tools for tourism organizations navigating digital transformation. The framework's dimensional structure and mediation mechanisms offer novel insights for technology adoption in resource-constrained contexts.