Virtual Reality Adoption in Malaysia’s Business Events Ecosystem: A Stakeholder Sensemaking Perspective

Izura Ibrahim; Nurfaznim Shuib; Rabiatul Munirah Alpandi

doi:10.22610/imbr.v18i4(I).4943

Corresponding Author

Izura Ibrahim
- Universiti Teknologi MARA
- Malaysia

Author

Nurfaznim Shuib
- Universiti Teknologi MARA
- Malaysia
Rabiatul Munirah Alpandi
- Universiti Teknologi MARA
- Malaysia

Abstract

Virtual reality (VR) provides options to achieve higher levels of engagement, personalization, and service delivery in the industry of business events. However, to adopt it, it is necessary to meet the technology requirements, because its value for different stakeholders is perceived differently in the context of organizations and institutions. The present research studies the situation concerning the case of technology adoption in the business events industry in Malaysia from the perspective of stakeholder sensemaking. It studies how the actors in the process of technology adoption- organizers of events, providers of technology, and policymakers- perceive both the possibilities of VR and its challenges, and how their perceptions influence the adoption process. This paper presents a conceptual discussion based on the literature; primary data have not yet been collected. Semi-structured interviews, observations, and thematic analysis are proposed for future empirical investigation. The literature reviewed suggests a contradiction between the idea of the advantages of VR technologies and the difficulties connected with the implementation of these technologies. Besides, organizational readiness, digital capabilities, and cooperation of stakeholders are discussed as potential factors influencing the process. The paper emphasizes that VR technology adoption is a process of interpretation and cooperation rather than a simple technology choice. The researchers recommend gradual or phased adoption of VR technologies, training of staff, support policies, and greater cooperation between event organizers and technology providers.

Keywords

References

Akbaba, H. T., Bozkir, E., Puhl, A., Özdel, S., & Kasneci, E. (2026). Exploring organizational readiness and ecosystem coordination for industrial XR [Preprint]. arXiv. https://doi.org/10.48550/arXiv.2601.09045 DOI: https://doi.org/10.1109/VRW70859.2026.00162
Akmal, A., Ma’ruf, J. J., Adam, M., & Yunus, M. (2025). Virtual reality technology and operational performance: The mediating role of contextual awareness in Brimob Polda Ace. International Journal of Data and Network Science, 9(4), 765–772. https://doi.org/10.5267/j.ijdns.2025.8.008 DOI: https://doi.org/10.5267/j.ijdns.2025.8.008
Alkhwaldi, A. F., & Alshammarı, S. H. (2026). Investigating academic intention to adopt virtual reality through the integration of the unified theory of acceptance and use of technology and the protection motivation theory in higher-education institutions. International Journal of Information and Communication Technology Education, 22(1), 1–21. https://doi.org/10.4018/ijicte.401498 DOI: https://doi.org/10.4018/IJICTE.401498
Al‐Sharafi, M. A., Al‐Emran, M., Al-Qaysi, N., Iranmanesh, M., & Ibrahim, N. (2024). Drivers and barriers affecting metaverse adoption: A systematic review, theoretical framework, and avenues for future research. International Journal of Human-Computer Interaction, 40(22), 7043–7064. https://doi.org/10.1080/10447318.2023.2260984 DOI: https://doi.org/10.1080/10447318.2023.2260984
Amuso, V., Poletti, G., & Montibello, D. (2021). Virtual, augmented and mixed reality: What are the benefits for SMEs? Global Policy, 12(1), 167–170. https://doi.org/10.1111/1758-5899.12907 DOI: https://doi.org/10.1111/1758-5899.12907
An, J., Hur, D. B., Lee, S., & Kim, H. (2025). Exploring the metaverse’s impact on the MICE industry from the industry experts’ lens. International Journal of Event and Festival Management, 16(2), 148–167. https://doi.org/10.1108/ijefm-04-2024-0036 DOI: https://doi.org/10.1108/IJEFM-04-2024-0036
Ariza‐Montes, A., Quan, W., Radić, A., Yu, J., & Han, H. (2023). Human values and traveler behaviors: Metaverse for conferences and meetings. Journal of Travel & Tourism Marketing, 40(6), 490–511. https://doi.org/10.1080/10548408.2023.2263766 DOI: https://doi.org/10.1080/10548408.2023.2263766
Asbollah, A. Z., Amit, H., & Razak, A. A. (2026). Stakeholders’ engagement in future events: Case study of Malaysia. In N. Kumar, S. Sharma, & B. B. Sousa (Eds.), The future of events: Trends, technologies, and stakeholder engagement (pp. 155–169). Apple Academic Press. https://doi.org/10.1201/9781779640734-8 DOI: https://doi.org/10.1201/9781779640734-8
Babolian Hendijani, R., & Jaszus, K. (2024). The rise of virtual food tourism experiences: Integrating diffusion of innovation theory and self-determination theory. Tourism and Hospitality Management, 30(2), 249-258. DOI: https://doi.org/10.20867/thm.30.2.8
Baker, J. (2012). The technology–organization–environment framework. In Y. K. Dwivedi, M. R. Wade, & S. L. Schneberger (Eds.), Information systems theory: Explaining and predicting our digital society (Vol. 1, pp. 231–245). Springer. https://doi.org/10.1007/978-1-4419-6108-2_12 DOI: https://doi.org/10.1007/978-1-4419-6108-2_12
Baker, J., Nam, K.-C., & Dutt, C. S. (2023). A user experience perspective on heritage tourism in the metaverse: Empirical evidence and design dilemmas for VR. Information Technology & Tourism, 25(3), 265–306. https://doi.org/10.1007/s40558-023-00256-x DOI: https://doi.org/10.1007/s40558-023-00256-x
Balakrishnan, J., Dwivedi, Y. K., Mishra, A., Malik, T., & Giannakis, M. (2024). The role of embodiment and ergonomics in immersive VR tours in creating memorable tourism experiences. International Journal of Contemporary Hospitality Management, 36(11), 3794–3822. https://doi.org/10.1108/ijchm-09-2023-1425 DOI: https://doi.org/10.1108/IJCHM-09-2023-1425
Boel, C., Rotsaert, T., Valcke, M., Rosseel, Y., Struyf, D., & Schellens, T. (2023). Are teachers ready to immerse? Acceptance of mobile immersive virtual reality in secondary education teachers. Research in Learning Technology, 31. https://doi.org/10.25304/rlt.v31.2855 DOI: https://doi.org/10.25304/rlt.v31.2855
Buhalis, D., Efthymiou, L., Uzunboylu, N., & Thrassou, A. (2024). Charting the progress of technology adoption in tourism and hospitality in the era of Industry 4.0. EuroMed Journal of Business, 19(1), 1–20. https://doi.org/10.1108/emjb-11-2023-0310 DOI: https://doi.org/10.1108/EMJB-11-2023-0310
Buhalis, D., Lin, M. S., & Leung, D. (2023). Metaverse as a driver for customer experience and value co-creation: Implications for hospitality and tourism management and marketing. International Journal of Contemporary Hospitality Management, 35(2), 701–716. https://doi.org/10.1108/ijchm-05-2022-0631 DOI: https://doi.org/10.1108/IJCHM-05-2022-0631
Çavuşoğlu, M., Dogan, S., & Çobanoğlu, C. (2026). Driving event tech adoption: Extending UTAUT with perceived investment value. Journal of Hospitality and Tourism Insights, 1–22. https://doi.org/10.1108/jhti-06-2025-0736 DOI: https://doi.org/10.1108/JHTI-06-2025-0736
Cham, T., Tan, G. W., Aw, E. C., Ooi, K., Jee, T. W., & Pek, C. K. (2024). Virtual reality in tourism: Adoption scepticism and resistance. Tourism Review, 79(2), 337–354. https://doi.org/10.1108/tr-10-2022-0479 DOI: https://doi.org/10.1108/TR-10-2022-0479
Chen, P., Ye, Y., & Huang, X. (2023). The metaverse in supply chain knowledge sharing and resilience contexts: An empirical investigation of factors affecting adoption and acceptance. Journal of Innovation & Knowledge, 8(4), Article 100446. https://doi.org/10.1016/j.jik.2023.100446 DOI: https://doi.org/10.1016/j.jik.2023.100446
Chen, S., Cai, C., Luo, J. M., & Fai, L. (2025). Inhibiting factors affecting metaverse convention tourism in Macau. Systems, 13(6), 438. DOI: https://doi.org/10.3390/systems13060438
Chiew, K.-Z., & Cheah, J. S. S. (2025). Reassessing ICT adoption among Malaysian SMEs: A post-COVID-19 thematic literature review using the TOE framework. Journal of The Community Development in Asia, 8(2), 249–265. https://doi.org/10.32535/jcda.v8i2.3893 DOI: https://doi.org/10.32535/jcda.v8i2.3893
Chin, C.-H., Wong, W. P.-M., Kiu, A. L. H., & Thong, J. Z. (2023). Intention to use virtual reality in Sarawak tourism destinations: A test of the stimulus-organism-response (S-O-R) model. GeoJournal of Tourism and Geosites, 47(2), 551–562. https://doi.org/10.30892/gtg.47223-1055 DOI: https://doi.org/10.30892/gtg.47223-1055
Costa, J., & Moreira, A. C. (2022). Public policies, open innovation ecosystems and innovation performance. Analysis of the impact of funding and regulations. Journal of Open Innovation: Technology, Market, and Complexity, 8(4), 210. https://doi.org/10.3390/joitmc8040210 DOI: https://doi.org/10.3390/joitmc8040210
Comes, T. (2026). Sensemaking AI: Introducing a research and design agenda for human–AI networks. EPJ Data Science, 15(1), 42. DOI: https://doi.org/10.1140/epjds/s13688-026-00634-5
Dewi, N. M. R., & Darma, G. S. (2024). The post-pandemic MICE digitalization development: A strategy for sustainable tourism in Bali. International Journal of Applied Sciences in Tourism and Events, 8(1), 45–54. https://doi.org/10.31940/ijaste.v8i1.45-54 DOI: https://doi.org/10.31940/ijaste.v8i1.45-54
Doe, J., Wetering, R. van de, Honyenuga, B. Q., & Versendaal, J. (2022). Extended contextual validation of stakeholder approach to firm technology adoption: Moderating and mediating relationships in an innovation eco-system. Society and Business Review, 17(4), 506–540. https://doi.org/10.1108/sbr-10-2020-0128 DOI: https://doi.org/10.1108/SBR-10-2020-0128
Dolata, M., & Schwabe, G. (2023). What is the metaverse and who seeks to define it? Mapping the site of social construction. Journal of Information Technology, 38(3), 239–266. https://doi.org/10.1177/02683962231159927 DOI: https://doi.org/10.1177/02683962231159927
Fares, O., Aversa, J., Lee, S. H., & Jacobson, J. (2024). Virtual reality: A review and a new framework for integrated adoption. International Journal of Consumer Studies, 48(2). https://doi.org/10.1111/ijcs.13040 DOI: https://doi.org/10.1111/ijcs.13040
Fazio, G., Fricano, S., Iannolino, S., & Pirrone, C. (2023). Metaverse and tourism development: Issues and opportunities in stakeholders’ perception. Information Technology & Tourism, 25(4), 507–528. https://doi.org/10.1007/s40558-023-00268-7 DOI: https://doi.org/10.1007/s40558-023-00268-7
Filimonau, V., Ashton, M. W., & Stankov, U. (2024). Virtual spaces as the future of consumption in tourism, hospitality and events. Journal of Tourism Futures, 10(1), 110–115. https://doi.org/10.1108/jtf-07-2022-0174 DOI: https://doi.org/10.1108/JTF-07-2022-0174
Firman, A., Chau, K. Y., Walawalkar, A. M., & Moslehpour, M. (2025). Navigating the future: Envisioning metaverse adoption in Indonesian tourism through the technological–organizational–environmental (TOE) framework. Journal of Theoretical and Applied Electronic Commerce Research, 20(2), 118. https://doi.org/10.3390/jtaer20020118 DOI: https://doi.org/10.3390/jtaer20020118
Foroudi, P., Marvi, R., & Zha, D. (2026). Immersive currents and futures: Mapping the metaverse in contemporary hospitality and tourism research. International Journal of Contemporary Hospitality Management, 38(1), 186–209. https://doi.org/10.1108/ijchm-03-2025-0363 DOI: https://doi.org/10.1108/IJCHM-03-2025-0363
Hakami, M. H., Kurian, J. C., & Beydoun, G. (2026). A framework for university readiness in extended reality (XR): A socio-technical perspective. International Journal of Educational Technology in Higher Education, 23(1). https://doi.org/10.1186/s41239-026-00599-5 DOI: https://doi.org/10.1186/s41239-026-00599-5
Han, D. D., Dieck, M. C. tom, & Jung, T. (2019). Augmented reality smart glasses (ARSG) visitor adoption in cultural tourism. Leisure Studies, 38(5), 618–633. https://doi.org/10.1080/02614367.2019.1604790 DOI: https://doi.org/10.1080/02614367.2019.1604790
Hasan, Z., Rehman, J., Shamsi, M., & Khan, M. S. (2025). Identifying the enablers, intermediaries, experiences and responses: A virtual reality conceptual framework for sustainable tourism development. Grassroots Journal of Natural Resources, 8(2), 614–643. https://doi.org/10.33002/nr2581.6853.080229 DOI: https://doi.org/10.33002/nr2581.6853.080229
Hennig‐Thurau, T., Aliman, D. N., Herting, A. M., Cziehso, G., Linder, M., & Kübler, R. V. (2023). Social interactions in the metaverse: Framework, initial evidence, and research roadmap. Journal of the Academy of Marketing Science, 51(4), 889–913. https://doi.org/10.1007/s11747-022-00908-0 DOI: https://doi.org/10.1007/s11747-022-00908-0
Hossain, M. I., Jamadar, Y., Momo, N. B., Hafiz, N., & Saiba, R. N. (2024). Unlocking the potentials and constraints of metaverse implementation in manufacturing firms. In J. Kumar, M. Arora, & G. E. Bayram (Eds.), Research, innovation, and industry impacts of the metaverse (pp. 223–246). IGI Global. https://doi.org/10.4018/979-8-3693-2607-7.ch014 DOI: https://doi.org/10.4018/979-8-3693-2607-7.ch014
Hradecky, D., Kennell, J., Cai, W., & Davidson, R. (2022). Organizational readiness to adopt artificial intelligence in the exhibition sector in Western Europe. International Journal of Information Management, 65, Article 102497. https://doi.org/10.1016/j.ijinfomgt.2022.102497 DOI: https://doi.org/10.1016/j.ijinfomgt.2022.102497
Ibrahim, I., Sa’aid, H. B., & Shuib, N. (2025). Readiness of virtual reality implementation in Malaysian business events. Advanced International Journal of Business Entrepreneurship and SMEs, 7(25), 426–439. https://doi.org/10.35631/aijbes.725028 DOI: https://doi.org/10.35631/AIJBES.725028
Irfan, K., Muhammad. (2025). Interviews with metaverse industry professionals. Zenodo. https://doi.org/10.5281/zenodo.17530972
Islam, M. S. (2026). Ethics under pressure: Exploring recurring dilemmas and interpretive responses in tourism marketing. Journal of Travel Research. https://doi.org/10.1177/00472875261456328 DOI: https://doi.org/10.1177/00472875261456328
Ismail, E., Elsharnouby, M. H., & Hanafy, H. A. (2025). RAISA adoption and organizational performance in Egypt’s travel and hospitality sector: An integrated TOE–BOE perspective. Future Business Journal, 11(1). https://doi.org/10.1186/s43093-025-00640-5 DOI: https://doi.org/10.1186/s43093-025-00640-5
Izevbigie, H. I. (2026). Leveraging emerging technologies for sustainable growth and competitive advantage in the UK events sector. AHFE International. https://doi.org/10.54941/ahfe1007199 DOI: https://doi.org/10.54941/ahfe1007199
Jalo, H., & Pirkkalainen, H. (2024). Effect of user resistance on the organizational adoption of extended reality technologies: A mixed methods study. International Journal of Information Management, 75, Article 102731. https://doi.org/10.1016/j.ijinfomgt.2023.102731 DOI: https://doi.org/10.1016/j.ijinfomgt.2023.102731
Jalo, H., Pirkkalainen, H., Torro, O., Pessot, E., Zangiacomi, A., & Tepljakov, A. (2022). Extended reality technologies in small and medium-sized European industrial companies: Level of awareness, diffusion and enablers of adoption. Virtual Reality, 26(4), 1745–1761. https://doi.org/10.1007/s10055-022-00662-2 DOI: https://doi.org/10.1007/s10055-022-00662-2
Ji, Y., Indieka, A. S., Sun, L., Chong, H.-Y., & Quan, W. (2026). Comparing virtual reality acceptance in education: The divergent experiences of teachers and students in China and Africa. Humanities and Social Sciences Communications, 13(1), Article 728. https://doi.org/10.1057/s41599-026-07158-3 DOI: https://doi.org/10.1057/s41599-026-07158-3
Jo, H., & Park, D.-H. (2023). Affordance, usefulness, enjoyment, and aesthetics in sustaining virtual reality engagement. Scientific Reports, 13(1), Article 15097. https://doi.org/10.1038/s41598-023-42113-1 DOI: https://doi.org/10.1038/s41598-023-42113-1
Jung, T., Cho, J., Han, D. D., Ahn, S. J., Gupta, M., Das, G., Heo, C. Y., Loureiro, S. M. C., Sigala, M., Trunfio, M., Taylor, A., & Dieck, M. C. (2024). Metaverse for service industries: Future applications, opportunities, challenges, and research directions. Computers in Human Behavior, 151, Article 108039. https://doi.org/10.1016/j.chb.2023.108039 DOI: https://doi.org/10.1016/j.chb.2023.108039
Kewalramani, P., Kaur, J., & Srivastava, S. (2026). Digital technology at the core: Facilitating adoption for enhanced SME performance and sustainability. The Journal of Entrepreneurship, 35(1), 106–153. https://doi.org/10.1177/09713557261423721 DOI: https://doi.org/10.1177/09713557261423721
Khan, S. (2014). Qualitative research method: Grounded theory. International Journal of Business and Management, 9(11). https://doi.org/10.5539/ijbm.v9n11p224 DOI: https://doi.org/10.5539/ijbm.v9n11p224
Koohang, A., Nord, J. H., Ooi, K.-B., Tan, G. W.-H., Al-Emran, M., Aw, E. C.-X., Baabdullah, A. M., Buhalis, D., Cham, T.-H., Dennis, C., Dutot, V., Dwivedi, Y. K., Hughes, L., Mogaji, E., Pandey, N., Phau, I., Raman, R., Sharma, A., Sigala, M., Ueno, A., & Wong, L.-W. (2023). Shaping the metaverse into reality: A holistic multidisciplinary understanding of opportunities, challenges, and avenues for future investigation. Journal of Computer Information Systems, 63(3), 735–765. https://doi.org/10.1080/08874417.2023.2165197 DOI: https://doi.org/10.1080/08874417.2023.2165197
Kouijzer, M., Kip, H., Bouman, Y. H. A., & Kelders, S. M. (2023). Implementation of virtual reality in healthcare: A scoping review on the implementation process of virtual reality in various healthcare settings. Implementation Science Communications, 4(1), 67. https://doi.org/10.1186/s43058-023-00442-2 DOI: https://doi.org/10.1186/s43058-023-00442-2
Kumar, A., Shankar, A., Behl, A., Gupta, B. B., & Mavuri, S. (2023). Lights, camera, metaverse! Journal of Global Information Management, 31(8), 1–20. https://doi.org/10.4018/jgim.333169 DOI: https://doi.org/10.4018/JGIM.333169
Kumar, D. (2025). Theoretical perspectives on virtual reality in HR. In D. Kumar, N. Suthar, H. Taherdoost, & M. Madanchian (Eds.), The future of HRM in a world of persistent virtual reality (pp. 3–43). Emerald Publishing. https://doi.org/10.1108/978-1-83662-110-220251001 DOI: https://doi.org/10.1108/9781836621102
Kummitha, R. K. R. (2022). Blended value creation: The mediating role of competences. California Management Review, 65(1), 147–170. https://doi.org/10.1177/00081256221118923 DOI: https://doi.org/10.1177/00081256221118923
Kupiainen, O.-J. (2023). Setting the same goals, traveling to different futures. Academy of Management Proceedings, 2023(1). https://doi.org/10.5465/amproc.2023.177bp DOI: https://doi.org/10.5465/AMPROC.2023.177bp
Laachach, A., Mumtaz, S., & Andaloussi, B. Z. (2024). Unveiling opportunities and challenges of the metaverse in the tourism and hospitality sector: A qualitative investigation. Tourism and Hospitality Management, 30(4). https://doi.org/10.20867/thm.30.4.1 DOI: https://doi.org/10.20867/thm.30.4.1
Lara, J. C. B., García, J. C. P., & Chico, M. C. O. (2017). Tourism SMEs in a digital environment: Literature review. European Scientific Journal ESJ, 13(28), 429. https://doi.org/10.19044/esj.2017.v13n28p429 DOI: https://doi.org/10.19044/esj.2017.v13n28p429
Lau, J. X., Ch’ng, C. B., Bi, X., & Chan, J. H. (2024). Exploring attitudes of Gen Z towards the metaverse in the events industry. International Journal of Sustainable Competitiveness on Tourism, 3(1), 49–53. https://doi.org/10.34013/ijscot.v3i01.1484 DOI: https://doi.org/10.34013/ijscot.v3i01.1484
Law, R., Leung, R., & Buhalis, D. (2009). Information technology applications in hospitality and tourism: A review of publications from 2005 to 2007. Journal of Travel & Tourism Marketing, 26, 599–623. https://doi.org/10.1080/10548400903163160 DOI: https://doi.org/10.1080/10548400903163160
Leang, Y. K., & Rasiah, R. (2023). Diffusion of IR4.0 technologies in electronics manufacturing: The role of the embedding ecosystem. In R. Rasiah, W. Y. Low, & N. Kamaruddin (Eds.), Digitalization and development: Ecosystem for promoting industrial revolution 4.0 technologies in Malaysia (pp. 49–67). Routledge. https://doi.org/10.4324/9781003367093-4 DOI: https://doi.org/10.4324/9781003367093-4
Ledesma‐Chaves, P., Gil‐Cordero, E., García, A. N., & Alves, H. (2025). The adoption of metaverse-related technologies in tourism companies. Tourism and Hospitality Research. https://doi.org/10.1177/14673584251380488 DOI: https://doi.org/10.1177/14673584251380488
Lie, S. S., Helle, N., Sletteland, N. V., Vikman, M. D., & Bonsaksen, T. (2023). Implementation of virtual reality in health professions education: Scoping review. JMIR Medical Education, 9. https://doi.org/10.2196/41589 DOI: https://doi.org/10.2196/41589
Lodhi, R. N., Asif, M., Gesso, C. D., & Çobanoğlu, C. (2024). Exploring the critical success factors of virtual reality adoption in the hotel industry. International Journal of Contemporary Hospitality Management, 36(11), 3566–3586. https://doi.org/10.1108/ijchm-09-2023-1510 DOI: https://doi.org/10.1108/IJCHM-09-2023-1510
Lodhi, R. N., Gesso, C. D., Asif, M., & Çobanoğlu, C. (2024). Exploring virtual and augmented reality in the hospitality industry: A bibliometric analysis. Tourism and Hospitality Management, 30(1), 67–84. https://doi.org/10.20867/thm.30.1.6 DOI: https://doi.org/10.20867/thm.30.1.6
Loo, M. K., Ramachandran, S., & Yusof, R. N. R. (2023). Unleashing the potential: Enhancing technology adoption and innovation for micro, small and medium-sized enterprises (MSMEs). Cogent Economics & Finance, 11(2). https://doi.org/10.1080/23322039.2023.2267748 DOI: https://doi.org/10.1080/23322039.2023.2267748
Lu, H.-P., Chang, Y.-C., & Chen, C.-S. (2024). How to trigger users’ willingness to participate in the metaverse? An exploration of the significant factors of the metaverse. Virtual Reality, 28(2), Article 83. https://doi.org/10.1007/s10055-024-00983-4 DOI: https://doi.org/10.1007/s10055-024-00983-4
Maher, C., Hadfield, M., Hutchings, M., & Eyto, A. de. (2018). Ensuring rigor in qualitative data analysis. International Journal of Qualitative Methods, 17(1). https://doi.org/10.1177/1609406918786362 DOI: https://doi.org/10.1177/1609406918786362
Mammadov, A., & Wald, A. (2025). The role of SME owner-managers’ leadership self-efficacy, cultural intelligence and emotional intelligence in foreign market entry mode. International Business Review, 34(5), 102482. DOI: https://doi.org/10.1016/j.ibusrev.2025.102482
Marchegiani, L., Nasta, L., & Pirolo, L. (2024). Adapting to the digital wave: Tour guides’ role perception and technological integration in the cultural ecosystem. European Journal of Cultural Management and Policy, 14. https://doi.org/10.3389/ejcmp.2024.12846 DOI: https://doi.org/10.3389/ejcmp.2024.12846
Mele, C., Spena, T. R., Marzullo, M., & Ruggiero, A. (2021). Boundary work in value co-creation practices: The mediating role of cognitive assistants. Journal of Service Management, 33(2), 342–362. https://doi.org/10.1108/josm-10-2020-0381 DOI: https://doi.org/10.1108/JOSM-10-2020-0381
Merz, A., Moser, I., & Bergamin, P. B. (2025). Performance expectancy and social influence drive the acceptance of immersive virtual reality for professional collaboration. Virtual Reality, 29(3), Article 123. https://doi.org/10.1007/s10055-025-01182-5 DOI: https://doi.org/10.1007/s10055-025-01182-5
Mogaji, E., Viglia, G., Srivastava, P., & Dwivedi, Y. K. (2024). Is it the end of the technology acceptance model in the era of generative artificial intelligence? International journal of contemporary hospitality management, 36(10), 3324–3339. https://doi.org/10.1108/ijchm-08-2023-1271 DOI: https://doi.org/10.1108/IJCHM-08-2023-1271
Morrison, A. M., Bag, S., & Mandal, K. (2024). Virtual reality’s impact on destination visit intentions and the moderating role of amateur photography. Tourism Review, 79(2), 355–377. https://doi.org/10.1108/tr-12-2022-0621 DOI: https://doi.org/10.1108/TR-12-2022-0621
Naeem, M., Ozuem, W., Howell, K. E., & Ranfagni, S. (2023). A step-by-step process of thematic analysis to develop a conceptual model in qualitative research. International Journal of Qualitative Methods, 22. https://doi.org/10.1177/16094069231205789 DOI: https://doi.org/10.1177/16094069231205789
Natale, A. F. D., Bartolotta, S., Gaggioli, A., Riva, G., & Villani, D. (2024). Exploring students’ acceptance and continuance intention in using immersive virtual reality and metaverse-integrated learning environments: The case of an Italian university course. Education and Information Technologies. https://doi.org/10.1007/s10639-023-12436-7 DOI: https://doi.org/10.1007/s10639-023-12436-7
Octafian, R., Suyasa, I. G. W., Sugiarto, S., Priyanto, S. H., & Hendratono, T. (2024). Transforming hospitality with virtual reality. Journal of Resilient Economies, 4(1). https://doi.org/10.25120/jre.4.1.2024.4083 DOI: https://doi.org/10.25120/jre.4.1.2024.4083
Olson, J., McAllister, C., Grinnell, L., Walters, K., & Appunn, F. (2016). Applying constant comparative method with multiple investigators and inter-coder reliability. The Qualitative Report. https://doi.org/10.46743/2160-3715/2016.2447 DOI: https://doi.org/10.46743/2160-3715/2016.2447
Omran, W., Ramos, R. F., & Casais, B. (2023). Virtual reality and augmented reality applications and their effect on tourist engagement: A hybrid review. Journal of Hospitality and Tourism Technology, 15(4), 497–518. https://doi.org/10.1108/jhtt-11-2022-0299 DOI: https://doi.org/10.1108/JHTT-11-2022-0299
Önder, I. (2026). Technology adoption models. In CABI eBooks (pp. 413–417). https://doi.org/10.1079/9781800625822.0061 DOI: https://doi.org/10.1079/9781800625822.0061
Paul, L., & Rena, R. (2024). Tech disruption in business tourism: Mastering strategic approaches for a transformative future. Researchers World – Journal of Arts Science & Commerce, 2, 81–91. https://doi.org/10.18843/rwjasc/v15i2/11 DOI: https://doi.org/10.18843/rwjasc/v15i2/11
Pelletier, C., & Cloutier, L. M. (2019). Conceptualizing digital transformation in SMEs: An ecosystemic perspective. Journal of Small Business and Enterprise Development, 26, 855–876. https://doi.org/10.1108/jsbed-05-2019-0144 DOI: https://doi.org/10.1108/JSBED-05-2019-0144
Polyviou, A., & Pappas, I. O. (2023). Chasing metaverses: Reflecting on existing literature to understand the business value of metaverses. Information Systems Frontiers, 25(6), 2417–2438. https://doi.org/10.1007/s10796-022-10364-4 DOI: https://doi.org/10.1007/s10796-022-10364-4
Radić, A., Quan, W., Yu, J., Ariza‐Montes, A., & Han, H. (2025). MICE in metaverse: Linking UTAUT 2 and experiencescape. Advances in Hospitality and Tourism Research, 13(2), 123–160. https://doi.org/10.30519/ahtr.1463480 DOI: https://doi.org/10.30519/ahtr.1463480
Rahmad, M., & Rachman, A. F. (2025). Performance expectancy in AR/VR technology adoption in tourism industry: A systematic literature review. Jurnal Locus Penelitian Dan Pengabdian, 4(12),11740–11751. https://doi.org/10.58344/locus.v4i12.4698 DOI: https://doi.org/10.58344/locus.v4i12.4698
Raji, M. A., Olodo, H. B., Oke, T. T., Addy, W. A., Ofodile, O. C., & Oyewole, A. T. (2024). Business strategies in virtual reality: A review of market opportunities and consumer experience. International Journal of Management & Entrepreneurship Research, 6(3), 722–736. https://doi.org/10.51594/ijmer.v6i3.883 DOI: https://doi.org/10.51594/ijmer.v6i3.883
Ramdan, F. A., Tan, G.-S., & Aziz, K. Ab. (2025). A systematic literature review on Gen Z’s adoption of metaverse tourism in Malaysia: Models and research gaps. International Journal of Innovative Research and Scientific Studies, 8(7), 12–24. https://doi.org/10.53894/ijirss.v8i7.10397 DOI: https://doi.org/10.53894/ijirss.v8i7.10397
Saghafian, M., Laumann, K., & Skogstad, M. R. (2021). Organizational challenges of development and implementation of virtual reality solution for industrial operation. Frontiers in Psychology, 12, Article 704723. https://doi.org/10.3389/fpsyg.2021.704723 DOI: https://doi.org/10.3389/fpsyg.2021.704723
Sangkaew, P., Jago, L., & Gkritzali, A. (2019). Adapting the technology acceptance model (TAM) for business events: The event organizer perspectives. Event Management, 23(6), 773–788. https://doi.org/10.3727/152599519x15506259855832 DOI: https://doi.org/10.3727/152599519X15506259855832
Sarfraz, M., Khawaja, K. F., Han, H., Ariza‐Montes, A., & Fuentes, J. M. A. (2023). Sustainable supply chain, digital transformation, and blockchain technology adoption in the tourism sector. Humanities and Social Sciences Communications, 10(1). https://doi.org/10.1057/s41599-023-02051-9 DOI: https://doi.org/10.1057/s41599-023-02051-9
Shalihah, A. (2024). It implements in meetings, incentives, conferences, and exhibitions (MICE) industry: A systematic mapping study. Journal Of Social Research, 3(3). https://doi.org/10.55324/josr.v3i3.1951 DOI: https://doi.org/10.55324/josr.v3i3.1951
Shamim, N., Gupta, S., & Shin, M. M. (2025). Evaluating user engagement via metaverse environment through immersive experience for travel and tourism websites. International Journal of Contemporary Hospitality Management, 37(4), 1132–1174. https://doi.org/10.1108/ijchm-10-2023-1590 DOI: https://doi.org/10.1108/IJCHM-10-2023-1590
Sharma, O. (2025). Evolving landscape of digital technology adoption: Theoretical shifts & future trajectories. Journal of Informatics Education and Research, 5(3). https://doi.org/10.52783/jier.v5i3.3323 DOI: https://doi.org/10.52783/jier.v5i3.3256
Sharma, S., Singh, G., Lim, W. M., Ali, A., & Singh, R. (2025). Metaverse through the integrated theoretical lenses of task technology fit theory, social capital theory, and social cognitive theory: The case of SMEs. Journal of Innovation and Entrepreneurship, 14(1), Article 6. https://doi.org/10.1186/s13731-024-00445-w DOI: https://doi.org/10.1186/s13731-024-00445-w
Sousa, N., Alén, E., Losada, N., & Melo, M. (2024). Breaking barriers: Unveiling challenges in virtual reality adoption for tourism business managers. Tourism and Hospitality Management, 30(2), 269–282. https://doi.org/10.20867/thm.30.2.10 DOI: https://doi.org/10.20867/thm.30.2.10
Sousa, N., Jorge, F., Teixeira, M. S., Losada, N., Melo, M., & Bessa, M. (2023). An exploratory study about the effect of COVID-19 on the intention to adopt virtual reality in the tourism sector. Sustainability, 15(11), 8725. https://doi.org/10.3390/su15118725 DOI: https://doi.org/10.3390/su15118725
Tan, P. J. B. (2024). Investigation into virtual reality using the unified theory of acceptance and use of technology as a basis. Sensors and Materials, 36(12), 5267. https://doi.org/10.18494/sam5122 DOI: https://doi.org/10.18494/SAM5122
Tiong, Y. Y., & Jamie, Y. C. S. (2022). When the new normal is not that new, why not follow? Optimizing e-tourism and e-marketplaces for business events. International Journal of Business Events and Legacies, 69–83. https://doi.org/10.63007/xhqz7559 DOI: https://doi.org/10.63007/XHQZ7559
Toyoda, R., Abegão, F. R., Gill, S., & Glassey, J. (2023). Drivers of immersive virtual reality adoption intention: A multi-group analysis in chemical industry settings. Virtual Reality, 27(4), 3273–3284. https://doi.org/10.1007/s10055-021-00586-3 DOI: https://doi.org/10.1007/s10055-021-00586-3
Tran, T. (2025). Introducing perceived prospects of development in virtual reality tourism adoption: Evidence from PLS-SEM in an emerging market. Virtual Economics, 8(4), 48–68. https://doi.org/10.34021/ve.2025.08.04(3) DOI: https://doi.org/10.34021/ve.2025.08.04(3)
Tuyen, T., & Hanh, N. (2025). Technology readiness and technology acceptance in virtual reality tourism: An integration of TOE and TAM frameworks. Pakistan Journal of Commerce and Social Sciences, 19(1), 102–125. https://doi.org/10.64534/comm.2025.005 DOI: https://doi.org/10.64534/Comm.2025.005
Wang, D., Nicolau, J. L., & Deng, Z. (2024). Videoconferencing continuance and business trip reduction in the post-pandemic age. Tourism Management, 101, Article 104854. https://doi.org/10.1016/j.tourman.2023.104854 DOI: https://doi.org/10.1016/j.tourman.2023.104854
Weick, K. E., Sutcliffe, K. M., & Obstfeld, D. (2005). Organizing and the process of sensemaking. Organization Science, 16(4), 409–421. https://doi.org/10.1287/orsc.1050.0133 DOI: https://doi.org/10.1287/orsc.1050.0133
Yong, S. M. (2023). 4th industrial revolution digital marketing adoption challenges in SMEs and its effect on customer responsiveness. Information Management and Business Review, 15, 152–172. https://doi.org/10.22610/imbr.v15i2(i)si.3429 DOI: https://doi.org/10.22610/imbr.v15i2(I)SI.3429
Zabel, C., O’Brien, D., & Natzel, J. (2023). Sensing the metaverse: The microfoundations of complementor firms’ dynamic sensing capabilities in emerging-technology ecosystems. Technological Forecasting and Social Change, 192, Article 122562. https://doi.org/10.1016/j.techfore.2023.122562 DOI: https://doi.org/10.1016/j.techfore.2023.122562
Zhang. Y, Papp-Váry, Á., & Szabó, Z. (2025). Global influences of digital transformation on behavioral factors in tourism: A systematic literature review. Cogent Business & Management, 12(1). https://doi.org/10.1080/23311975.2025.2536101 DOI: https://doi.org/10.1080/23311975.2025.2536101
Zhang, H. (2024). Innovative negotiation strategies for achieving win-win outcomes. Transactions on Economics, Business and Management Research, 13, 82-87. DOI: https://doi.org/10.62051/963y1d61
Zhong, L., Xu, Z., Morrison, A. M., Li, Y., & Zhu, M. (2024). Metaverse customer journeys in tourism: Building viable virtual worlds. Tourism Review, 79(8), 1409–1426. https://doi.org/10.1108/tr-07-2023-0492 DOI: https://doi.org/10.1108/TR-07-2023-0492
Zhu, Y., & He, X. (2025). Factors influencing user acceptance of virtual reality in preserving Wuhu iron painting from the unified theory of acceptance and use of technology perspective. Scientific Reports, 15(1), Article 22714. https://doi.org/10.1038/s41598-025-08310-w DOI: https://doi.org/10.1038/s41598-025-08310-w

Downloads

Full-text downloads recorded for this article, by month.

No downloads have been recorded for this article yet. Figures appear here once readers begin downloading the full text.

How to Cite

Ibrahim, I., Shuib, N., & Alpandi, R. M. (2026). Virtual Reality Adoption in Malaysia’s Business Events Ecosystem: A Stakeholder Sensemaking Perspective. Information Management and Business Review, 18(4(I), 421-432. https://doi.org/10.22610/imbr.v18i4(I).4943

Share this article

License

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

Author (s) should affirm that the material has not been published previously. It has not been submitted and it is not under consideration by any other journal. At the same time author (s) need to execute a publication permission agreement to assume the responsibility of the submitted content and any omissions and errors therein. After submission of revised paper in the light of suggestions of the reviewers, the editorial team edits and formats manuscripts to bring uniformity and standardization in published material.

This work will be licensed under Creative Commons Attribution 4.0 International (CC BY 4.0) and under condition of the license, users are free to read, copy, remix, transform, redistribute, download, print, search or link to the full texts of articles and even build upon their work as long as they credit the author for the original work. Moreover, as per journal policy author (s) hold and retain copyrights without any restrictions.

Virtual Reality Adoption in Malaysia’s Business Events Ecosystem: A Stakeholder Sensemaking Perspective

Download the full text

Corresponding Author

Author

Abstract

Keywords

References

Downloads

How to Cite

Share this article

License

Keywords

Section

Published in

Published

Submissions