How Does Immersive Technology Drive Real Tourism? Technology Acceptance and Cultural Foundation

Jingxuan Liang, Lu Zhao, Sunbowen Zhang and Lu Lu

SAGE Open, 2025, vol. 15, issue 2, 21582440251330012

Abstract: The emergence of immersive technology has revolutionized the traditional tourism model, making it crucial to explore how virtual tourism can promote real tourism. This study examines the tourism of China’s Grand Canal, employing the Technology Acceptance Model and cultural memory theory. The study collected 391 valid questionnaires from China and utilized PLS-SEM to confirm that technology acceptance and cultural memory positively influence virtual tourism attitude, real tourism attitude, and subsequently real tourism intention. Furthermore, fsQCA reinforces these findings and suggests six configurations for enhancing real tourism intention. These findings enable innovative strategies to leverage virtual tourism for promoting real tourism in the industry.

Keywords: immersive technology; technology acceptance model; cultural memory; virtual tourism; real tourism; China’s Grand Canal (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://journals.sagepub.com/doi/10.1177/21582440251330012 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sae:sagope:v:15:y:2025:i:2:p:21582440251330012

DOI: 10.1177/21582440251330012

Access Statistics for this article

More articles in SAGE Open
Bibliographic data for series maintained by SAGE Publications ().