Exploring the Impact of Virtual Reality on Tourists’ Pro-Sustainable Behaviors in Heritage Tourism

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dc.citation.issue14
dc.citation.volume17
dc.contributor.authorZhu Z
dc.contributor.authorHall CM
dc.contributor.authorLi Y
dc.contributor.authorZhang X
dc.contributor.editorCoccossis H
dc.date.accessioned2025-08-11T23:03:03Z
dc.date.available2025-08-11T23:03:03Z
dc.date.issued2025-07-09
dc.description.abstractAlthough the rise of Virtual Reality (VR) technology has brought new opportunities to tourism experiences and marketing, limited research has explored how VR technology affects tourists’ pro-sustainable behaviors in heritage tourism research. To address this research gap, this study constructs a theoretical model by integrating the technology acceptance model (TAM) framework to explore the relationship among perceived ease of use (PEU), perceived usefulness (PUS), awe, attitude, and pro-sustainable behavior of tourists. Through the analysis of 304 valid questionnaires, this study found that in the heritage tourism experience presented by VR, PEU and PUS positively influence awe and attitude. Furthermore, awe positively affects attitude and pro-sustainable behaviors. However, PUS has no effect on tourists’ pro-sustainable behaviors. This study expands the theoretical framework of TAM and the related research on awe in heritage tourism presented by VR, providing valuable practical insights for heritage managers in the adoption of immersive technology.
dc.description.confidentialfalse
dc.edition.editionJuly 2025
dc.identifier.citationZhu Z, Hall CM, Li Y, Zhang X. (2025). Exploring the Impact of Virtual Reality on Tourists’ Pro-Sustainable Behaviors in Heritage Tourism. Sustainability Switzerland. 17. 14.
dc.identifier.doi10.3390/su17146278
dc.identifier.eissn2071-1050
dc.identifier.elements-typejournal-article
dc.identifier.number6278
dc.identifier.urihttps://mro.massey.ac.nz/handle/10179/73330
dc.languageEnglish
dc.publisherMDPI (Basel, Switzerland)
dc.publisher.urihttps://www.mdpi.com/2071-1050/17/14/6278
dc.relation.isPartOfSustainability Switzerland
dc.rights(c) The author/sen
dc.rights.licenseCC BYen
dc.rights.urihttps://creativecommons.org/licenses/by/4.0/en
dc.subjectvirtual reality
dc.subjectheritage tourism
dc.subjectsustainability
dc.subjecttechnology acceptance model
dc.titleExploring the Impact of Virtual Reality on Tourists’ Pro-Sustainable Behaviors in Heritage Tourism
dc.typeJournal article
pubs.elements-id502399
pubs.organisational-groupOther
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