From Screens to Strategies: VR Integration in Travel Agencies through AI-driven Solutions

This dataset contains responses collected from a survey on the adoption and perception of Virtual Reality (VR) technology in the travel industry, with a particular focus on travel agencies. It includes item-specific (IS) scale responses, multiple-choice selections and open-ended feedback from tourism professionals. The dataset supports the findings of a research study that identifies key barriers to VR adoption and introduces an AI-enhanced integration framework. It offers insights into agency familiarity, perceived benefits, adoption willingness and operational challenges. Access is granted for transparency and verification purposes only. Any reuse, reproduction or secondary analysis beyond the scope of the original study requires explicit permission from the corresponding author.