How does Personality Matter? Investigating The Effect of Big-Five Personality Traits on Virtual Reality Acceptance Behavior

Virtual reality (VR) is one of the recent technological innovations that will shape the future of the tourism industry. Experiencing travel in a virtual world is a practice that will become increasingly popular in the coming years. Using the Big Five Model (BFM) as a theoretical framework, the study examines the role of personality in influencing behavioral intention (BI) to use virtual tourism. The study also examines the role of personal innovativeness (PIV) in determining tourists' behavioral intentions to use virtual tourism. Involving 374 participants and based on Artificial Neural Network (ANN) method, this study highlights the impact of psychographic traits, specifically openness to experience (OPN), agreeableness (AGR), conscientiousness (CONS), extraversion (EXTRA), neuroticism (NR), and personal innovation (PIV), on behavioral intention to use virtual tourism. The results of the study revealed that OPN followed by CONS and EXTRA are the most significant traits characterizing the user's personality that accepts VR-tourism.