Mutsikiwa, M. and Amos, M. 2026. The adoption of Virtual Reality in small to medium tourism enterprises: An application of the Theory of Planned Behaviour. Journal of Management : Small and Medium Enterprises (SMEs). 19, 3 (Nov. 2026), 2123-2141. DOI:https://doi.org/10.35508/jom.v19i3.28560.