Search Results (105)

Augmented reality has hastened innovators to create things instantly. It has long been understood that the tourism industry is an industry of cultural exchange and visitation seeking experience, satisfaction, and pride. This study aims to increase behavior intention and delight mediating through experiential value co-creation using service-dominant logic theory. This study answers the focused research question by conducting surveys (n = 307) of members of Generation Y in Jakarta and Semarang city. The findings show that experiential value co-creation and delight directly and indirectly have a positively effect on behavior intention in virtual travel. This research offers a new concept, namely experiential value co-creation, to explain the connection between how tourists’ behavior in surfing the internet can influence their behavior intentions. This research certainly has managerial implications which are very useful for increasing behavioral intention, especially in the tourism sector. Tourist attraction managers must pay attention to content that discusses tourist destinations. Complete and accurate information is very useful in increasing the desire to visit tourist locations. Full article

Tourism’s rapid growth has significant and negative effects on the environment, society, and economy. Sustainable tourism practices are essential in order to mitigate these effects. Virtual reality (VR) technologies offer the possibility of implementing sustainable tourism policies by providing immersive experiences that replace real ones. Moreover, VR can be a useful tool for the protection and promotion of cultural and natural heritage. The article discusses the potential directions for sustainable tourism using VR. This technology can reduce the burden on popular tourist sites without losing their value to visitors. Additionally, it can promote less popular destinations in the wider public awareness. A case study of the implementation of a virtual tour at the Pahlavon Mahmud Mausoleum in Khiva (Uzbekistan) is presented. The research method was designed to evaluate the acceptability of VR technology among a convenience sampling of n = 57 Gen Z consumers (university students 20–24 years of age), who completed interviews following their participation in a voluntary virtual walking tour. The research results suggest that VR can be an acceptable and useful tool for implementing sustainable tourism policies in the near future. Another conclusion is that virtual sightseeing should not fully replace onsite tourism. Full article

This research advances the integration of terrestrial laser scanning (TLS) in heritage documentation, targeting the development of holistic and practical guidance for practitioners to adopt the technology effectively. Acknowledging the pivotal role of TLS in capturing detailed and accurate representations of cultural heritage, the study emerges against a backdrop of technological progression and the evolving needs of heritage conservation. Through a comprehensive literature review, critical case studies of heritage sites in the U.S., expert interviews, and the development of a TLS for Heritage Documentation Best Practice Guide (the guide), the paper addresses the existing gaps in streamlined practices in the domain of TLS’s applications in heritage documentation. While recognizing and building upon foundational efforts such as international guidelines developed over the past decades, this study contributes a practice-oriented perspective grounded in field experience and case-based analysis. The developed guide seeks to equip practitioners with structured methods and practical tools to optimize the use of TLS, ultimately enhancing the quality and accessibility of heritage documentation. It also sets a foundation for integrating TLS datasets with other technologies, such as Building Information Modeling (BIM), virtual reality (VR), and augmented reality (AR) for heritage preservation, tourism, education, and interpretation, ultimately enhancing access to and engagement with cultural heritage sites. The paper also critically situates this guidance within the evolving theoretical discourse on digital heritage practices, highlighting its alignment with and divergence from existing methodologies. Full article

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. Full article

This study explores the intersection of virtual reality tourism, digital innovation in digital transformation and corporate sustainability-driven business transformations in tourism strategies, and sustainability-driven business transformations in tourism. By reducing the environmental footprint associated with traditional travel, VR-based tourism presents an innovative solution to promote sustainable tourism. Through three empirical studies, we investigate how immersive 360-degree VR experiences influence psychological well-being and meaning in life as influenced by sustainable VR experiences. Our findings reveal that VR travel enhances engagement, fosters cultural appreciation, and provides an alternative to high-emission tourism, thus contributing to environmental sustainability-driven business transformations in tourism. The study offers managerial and policy implications for tourism stakeholders seeking to integrate digital transformation strategies into sustainable tourism development. Full article

This study examines the psychological mechanisms underlying virtual reality (VR) tourism experiences through an integrated theoretical framework centered on flow experience and visit destination intention. Drawing upon flow theory, the research investigates how interactivity, perceived vividness, and telepresence influence flow experience and subsequently affect hedonic motivation and perceived visual appeal in VR tourism contexts. Using partial least squares structural equation modeling (PLS-SEM) analysis of data collected from 255 VR tourism users across major Chinese metropolitan centers, the study reveals that perceived vividness and telepresence significantly impact flow experience, while interactivity shows no significant effect. Flow experience demonstrates significant positive relationships with hedonic motivation and perceived visual appeal. Furthermore, hedonic motivation and perceived visual appeal significantly positively affect visit destination intention. The findings advance the theoretical understanding of VR tourism by illuminating the psychological pathways through which technological characteristics influence behavioral intentions. These results offer practical implications for destination marketers and VR tourism developers in designing more effective virtual experiences that enhance destination visit intentions. Full article

This study investigates how virtual reality (VR) experiences influence tourists’ intentions to visit Da Lat, Vietnam, as a botanical destination, emphasizing the mediating roles of enjoyment and immersion. By integrating flow theory with the Information Systems Success model, this research develops a comprehensive framework explaining how content quality, system quality, and VR vividness shape user engagement and travel intentions. Using Structural Equation Modeling (SEM), the study analyzes survey data from 231 valid responses out of 240 participants. The findings reveal that content quality, system quality, and vividness significantly enhance enjoyment and immersion, which subsequently have a positive impact on travel intentions. The study contributes to the tourism and consumer experience literature by demonstrating how multisensory engagement in VR fosters decision-making. Theoretical implications include extending flow theory within virtual tourism and highlighting the joint influence of technological and perceptual factors on user behavior. Practically, these insights inform tourism marketers on optimizing VR environments to evoke emotional engagement and enhance destination appeal through immersive technology. Full article

The intersection of digitalization and sustainability is reshaping the tourism industry, with digital platforms playing a transformative role in optimizing travel experiences while simultaneously influencing economic inclusivity, labor dynamics, and environmental responsibility. This paper explores how Industry 4.0 technologies—such as artificial intelligence (AI), big data, blockchain, virtual reality (VR), and the Internet of Things (IoT)—are integrated into digital tourism platforms, assessing their dual impact on sustainability and market structures. The study develops a conceptual framework around five key dimensions: market power and digital dependency, AI-driven automation and workforce transformation, innovation and digital inclusion, sustainability innovations, and data security and governance. While digital platforms enhance personalization, operational efficiency, and eco-conscious travel, they also reinforce economic disparities, monopolization, and regulatory challenges, raising concerns related to SDGs such as SDG 1 (No Poverty), SDG 5 (Gender Equality), SDG 8 (Decent Work and Economic Growth), SDG 9 (Industry, Innovation and Infrastructure), SDG 10 (Reduced Inequalities), SDG 12 (Responsible Consumption, and Production), SDG 13 (Climate Action), and SDG 16 (Peace, Justice, and Strong Institutions). The study highlights the need for equitable governance frameworks to mitigate risks associated with AI-driven monopolization, algorithmic bias, and data privacy violations while ensuring digital accessibility for small and medium-sized enterprises (SMEs). The findings contribute to ongoing discussions on platform economics, digital governance, and sustainable tourism transformation, offering policy and managerial implications for fostering an inclusive and environmentally responsible tourism industry. Full article

The development of restorative tourism in post-war countries is crucial to economic recovery, cultural preservation, and social stabilization. While various nations have adopted different reconstruction strategies following conflicts, Ukraine’s situation requires an innovative and large-scale approach due to the extensive damage inflicted on infrastructure, cultural heritage, and tourism assets. This study explores the role of virtual and augmented reality technologies in restoring tourism potential, particularly in preserving destroyed cultural heritage through digitalization. Virtual tourism is increasingly relevant to maintaining cultural identity, attracting investment, and fostering international engagement. This study examines the evolution of digital tourism solutions, consumer behaviour shifts towards online leisure, and the integration of geoinformation systems for post-crisis planning. The findings emphasize that Ukraine’s tourism sector must adapt to digital trends while developing physical infrastructure, ensuring a comprehensive, resilient, and future-oriented restoration strategy. This study provides recommendations for leveraging innovation in post-crisis tourism development. It explains how the change in the paradigm of consumption of recreation and leisure services in the modern world impels the restoration of the destroyed tourism infrastructure. Furthermore, it highlights the importance of strategic migration policies to rebuild the labour market, which is essential for sustainable recovery. Full article

Chinese tourist factory attractions are increasingly adopting Virtual Reality (VR) technology into experience design to enhance the appeal, visitor loyalty, and the industry’s sustainable development. However, research regarding the impact of VR on the sustainable development of factory tourism remains underexplored. This study reconstructs the “VR Perceived Experience-Perceived Value-Tourist Loyalty” model to explore the mechanisms through which VR experiences affect tourists’ perceived value, loyalty, and sustainability in tourist factories. We surveyed 521 VR participants at tourist factories and employed structural equation modeling for empirical analysis. The results indicate that: (1) the authenticity, immersion, interactivity, and aesthetics of VR experiences at tourist factories significantly and positively affect VR multi-sensory perception experiences; (2) multi-sensory VR perception experiences significantly and positively affect the perceived quality and perceived value of tourist factories; (3) multi-sensory VR perception experiences do not directly influence tourist loyalty; (4) VR perceived quality significantly and positively affects the perceived value and loyalty toward tourist factories; (5) the perceived value of tourist factories significantly and positively affects tourist loyalty. The findings elucidate the interrelationships between VR experiences, tourists’ perceived value, and loyalty in the context of tourist factories. They also provide theoretical support and practical guidance for policymakers in industrial tourism policymaking, management, experience design, and the sustainable development of factory tourism. Full article

This study explores the dynamic relationship between rural tourism and traditional architecture, emphasizing their joint role in cultural heritage preservation and sustainable development. Utilizing CiteSpace (6.3.R1) and VOSviewer (1.6.19) tools, this study analyzes 1356 publications from the Web of Science database and identifies three development stages: the initial stage (1996–2008), the growth stage (2009–2016), and the peak stage (2017–2024). The main findings highlight a focus on climate-adaptive design, community collaboration, and the integration of digital technologies in heritage preservation. Emerging topics, such as green building materials and virtual reality, have also gained increasing attention. Despite these advancements, limitations persist in terms of data diversity and the regional scope of research. Future studies should address how to balance heritage conservation with modernization needs, enhance interdisciplinary collaboration, and leverage digital tools to promote urban–rural interaction and ecological design. Full article

In the contemporary travel landscape, virtual reality (VR) integration has ushered in a novel paradigm, particularly influential among Generation Z. This demographic, inherently familiar with digital technologies, increasingly gravitates towards virtual tourism, an eco-friendly and resource-conscious alternative to traditional travel. Virtual tourism, the alternative to actual travel, offers immersive experiences that are both accessible and sustainable, reducing the environmental impact associated with conventional tourism. This paper examines how virtual travel could serve as a sustainable travel practice, crucial for preserving cultural and natural resources while providing meaningful experiences. The appeal of virtual tourism lies in its ability to deliver diverse and enriched experiences without the physical and environmental costs of travel. This form of tourism not only aids in conserving sensitive ecosystems and heritage sites but also offers inclusivity for individuals unable to travel due to economic or physical barriers. Furthermore, virtual tourism’s potential to simulate endangered or inaccessible sites can play a pivotal role in educational initiatives and global awareness. This study explores the motivations behind Generation Z’s engagement with virtual travel through detailed analysis and empirical data. It discusses how virtual tourism could be strategically developed to support sustainable tourism practices. This approach underscores a shift towards more responsible and conscious travel behaviours aligned with the sustainable values of Generation Z. The purpose of this paper is to detect the main trends in the development of virtual tourism as the new form of travel, with special emphasis on Generation Z’s preferences in future virtual travel as a substitute for actual physical travel. Full article

Technological innovation is important for destination marketing organisations (DMOs) in achieving sustainable destination development. However, few studies have considered the marketing potential of emerging immersive technologies in promoting local destinations, as well as their impacts on tourists’ place attachment. Drawing upon cue consistency and place attachment theory, this study established a serial mediation model to examine the impact of sensory information acquired from online virtual tourism experiences, such as visual and auditory cues, on tourists’ place attachment formation during the post-trip stage. The PLS-SEM approach was adopted to analyse the data, which were collected from 408 respondents via an online survey. The results showed that tourists’ sensory information significantly influenced their virtual attachment and sense of presence. Furthermore, tourists’ perceived information and image consistency significantly influenced their place attachment. In addition, the serial mediation effect among sensory information, cue consistency, and place attachment was confirmed. The theoretical and managerial implications are also discussed. Full article

Tourism interpretation serves as a bridge and link between tourism resources and tourists. Through interpretation, visitors can be effectively conveyed knowledge about environmental education, local history, society and culture, etc. Despite extensive study on tourism interpretation, insufficient attention has been directed towards the medium of interpretation and the variances of interpretation effectiveness across different media. Using Yandang Mountain Global Geopark, Zhejiang Province, China, as a case study, the present study investigates the differences in pre- and post-interpretation and the interpretation effectiveness of different media on visitors’ perceived knowledge, attitudes, and behavioral intentions. A total of 600 questionnaires were distributed during two data collection periods, resulting in 554 valid responses. The results indicate that respondents that engaged in tourism interpretation related to environmental education demonstrated superior performance across all three dimensions compared to those who were not exposed to such interpretation. Additionally, the findings suggest that while the novelty of virtual reality may draw increased attention from tourists, the changes in perceived knowledge, attitudes, and behavioral intentions regarding the destination following VR exposure do not exceed those prompted by brochures and videos. The present study can enrich the research on the tourism interpretation of environmental education and offer references for managers to select appropriate media and provide good practices in geopark management. Full article

This study comprises a systematic literature review of 68 articles published between 2010 and 2024, identifying and coherently grouping the wine tourism sector’s adoption of technological innovation practices. The articles were analyzed using a framework developed from the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA). The selection criteria included peer-reviewed, full-length articles in English emphasizing technological innovations in the wine tourism sector. The results highlight several key trends in technological innovation applied to wine tourism. The innovations were categorized into five areas: digital marketing and promotion, sustainability and innovation, immersive technologies (AR/VR), e-commerce and distribution models, and smart technologies for winery management. The review reveals a growing interest in digital marketing and immersive technologies in promoting wine tourism through digital platforms and creating engaging tourist experiences through virtual and augmented reality. The review focuses only on peer-reviewed studies published in English, which may limit its global scope. Books and non-peer-reviewed articles may have introduced further developments in technological innovation that are not captured in this review. This study is a post-COVID-19 review of technological innovation in wine tourism. The findings provide significant implications for researchers and policymakers, suggesting future research areas and offering insights on how public funds can support wine tourism’s digital transformation and sustainability Full article