Virtual reality’s promise for eco-friendly adventures: a study on its role in fostering sustainable tourism and reducing environmental footprint

Chunyu Jiang, Sedigheh Moghavvemi () and Seuk Wai Phoong
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Chunyu Jiang: Macau University of Science and Technology
Sedigheh Moghavvemi: Universiti Malaya
Seuk Wai Phoong: Universiti Malaya

Information Technology & Tourism, 2025, vol. 27, issue 3, No 3, 547-577

Abstract: Abstract This study aims to explore whether tourists perceive virtual reality (VR) technology as a valuable means of exploring tourist destinations without physically traveling, particularly through the use of museum VR panoramic technology. Using a conceptual model derived from the updated IS success model and expectancy theory, the study examines the impacts of technology quality and environmental attitudes on the intention to reuse VR technology. It investigates the relationship between tourists’ perceived value of using VR panoramic technology to virtually visit the Dunhuang Mogao Grottoes in China and their intention to continue using VR for tourism, thereby shedding light on the motivational processes involved in VR utilization. The model was empirically tested in a field experiment involving 320 participants, analyzed using Smart PLS. The findings indicate that, from a technology quality perspective, while visual quality enhance perceived immersion and, consequently perceived value, information quality does not significantly impact perceived value, nor does system quality improve perceived immersion. Conversely, from an environmental attitude perspective, efforts to mitigate the environmental impact of tourism significantly influences perceived value, which positively affects sustainability, low-effort pro-environmental behaviors, and willingness to sacrifice. In turn these pro-environmental behaviors and willingness to sacrifice positively impact sustainability, thereby increasing the intention to reuse VR technology. This study highlights the motivational mechanisms linking technological quality and environmental attitudes to intentions to reuse VR technology. It also affirms the potential of VR as a tool to mitigate the adverse effects of physical tourism and promote environmental sustainability.

Keywords: Virtual reality; Cultural heritage tourism; Sustainable tourism; Environmental footprint; Cognitive behavior; Experimental research (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s40558-025-00320-8

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