Virtual Journeys, Real Impact: Evolving VR Content for Sustainable Tourism Futures

Abstract

Virtual Reality (VR) has revolutionized tourism marketing by offering immersive experiences that influence tourists' visiting intentions. This study investigates the role of VR technological features—vividness and interactivity—on tourists’ perceptions and behaviors. By integrating the Technology Acceptance Model (TAM) and the Stimulus-Organism-Response (SOR) framework, we analyze survey data from 129 VR users who experienced virtual tours of Taiwan destinations. Results indicate that interactivity significantly enhances perceived immersion, enjoyment, and ease of use, while vividness mainly impacts ease of use. Satisfaction with VR experiences positively affects visit intention. This study contributes to the understanding of VR tourism and offers insights for tourism marketers to optimize VR as a promotional tool.