Evaluating Virtual Reality Tourism from Tourism Businesses’ Perspectives: Evidence from an Emerging Market and Implications for Strategic Adoption

Virtual reality (VR) tourism has emerged as a promising digital innovation capable of transforming tourism experiences and business practices. However, limited empirical research has examined how tourism enterprises evaluate the opportunities and constraints of this technology, particularly in emerging tourism markets. This study investigates tourism businesses’ perceptions of virtual reality tourism in Ho Chi Minh City and proposes a strategic framework for its practical application. A mixed-method approach was employed, combining a questionnaire survey of 260 tourism enterprise representatives with fifteen in-depth interviews with senior managers. The findings indicate that tourism businesses recognize several advantages of VR tourism, including its ability to expand tourism accessibility, enhance destination marketing, and support sustainable tourism by reducing environmental pressure on destinations. At the same time, enterprises identify significant limitations, such as the lack of sensory authenticity, limited social interaction, high technological investment costs, rapid technological obsolescence, and shortages of specialized human resources. Based on these findings, the study proposes a strategic application framework that positions VR tourism as a complementary tool supporting marketing innovation, inclusive tourism development, heritage interpretation, and sustainable destination management. The study provides practical insights for tourism enterprises and policymakers seeking to integrate immersive technologies into contemporary tourism development.