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

Zhengan Zhu, Colin Michael Hall (), Yue Li and Xinyi Zhang
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Zhengan Zhu: College of Tourism, Shanghai Normal University, Shanghai 200000, China
Colin Michael Hall: Department of Management, Marketing and Tourism, University of Canterbury, Christchurch 8140, New Zealand
Yue Li: Business School, Shandong University, Weihai 264200, China
Xinyi Zhang: School of Tourism and Leisure Management, Shanghai Institute of Tourism, Shanghai 200000, China

Sustainability, 2025, vol. 17, issue 14, 1-15

Abstract: Although 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.

Keywords: virtual reality; heritage tourism; sustainability; technology acceptance model (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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