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Flow Experiences and Virtual Tourism: The Role of Technological Acceptance and Technological Readiness

Author

Listed:
  • Chenyujing Yang

    (School of Economics and Management, Beijing Forestry University, Beijing 100083, China)

  • Shaocong Yan

    (School of Economics and Management, Beijing Forestry University, Beijing 100083, China)

  • Jingyu Wang

    (School of Economics and Management, Zhejiang A&F University, Hangzhou 311300, China)

  • Yongji Xue

    (School of Economics and Management, Beijing Forestry University, Beijing 100083, China)

Abstract

Virtual technology has brought new development opportunities to the tourism market and is expected to help the tourism industry cope with the challenges issuing from the COVID-19 pandemic. Given this context, in this study, we propose and test a model based on the SOR architecture, which includes tourists’ experience of virtual tourism, technical readiness (TR), technical acceptance (TA), and tourists’ virtual tourism intentions and the variables of flow experience, technical optimism, technical discomfort, perceived usefulness, perceived ease of use, adoption intention, and consumption intention. To this end, data were collected through a questionnaire survey of Chinese tourists ( n = 542). Then, we used a structural equation model (SEM) to test the hypothetical relationships between potential variables. The results showed that the flow experience delivered by the virtual tourism experience affects tourists’ tendencies to use and intentions to consume virtual tourism. Second, flow experiences can make tourists more optimistic about virtual tourism technology, reduce tourists’ technical discomfort, and enhance tourists’ perceptions of usefulness and ease of use. We also found that tourists’ intentions to use virtual tourism technology affect their intentions to travel on the spot. These findings provide useful insights for tourism practitioners, suggest new ideas for marketing and sustainable development in the virtual tourism industry, and verify the application of the integrated SOR and TAM framework in the field of tourism consumption.

Suggested Citation

  • Chenyujing Yang & Shaocong Yan & Jingyu Wang & Yongji Xue, 2022. "Flow Experiences and Virtual Tourism: The Role of Technological Acceptance and Technological Readiness," Sustainability, MDPI, vol. 14(9), pages 1-17, April.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:9:p:5361-:d:805246
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    References listed on IDEAS

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    1. Rahimizhian, Sima & Ozturen, Ali & Ilkan, Mustafa, 2020. "Emerging realm of 360-degree technology to promote tourism destination," Technology in Society, Elsevier, vol. 63(C).
    2. Kaili Yieh & Jiun-shan Chen & Maggie Wei, 2012. "The Effects of Technology Readiness on Customer Perceived Value: An Empirical Analysis," Journal of Family and Economic Issues, Springer, vol. 33(2), pages 177-183, June.
    3. Su, Lujun & Hsu, Maxwell K. & Boostrom, Robert E., 2020. "From recreation to responsibility: Increasing environmentally responsible behavior in tourism," Journal of Business Research, Elsevier, vol. 109(C), pages 557-573.
    4. Shin-Yi Lin & Pin-Ju Juan & Sheng-Wei Lin, 2020. "A TAM Framework to Evaluate the Effect of Smartphone Application on Tourism Information Search Behavior of Foreign Independent Travelers," Sustainability, MDPI, vol. 12(22), pages 1-15, November.
    5. Steven A. Taylor & Kevin Celuch & Stephen Goodwin, 2002. "Technology Readiness in the E-Insurance Industry: An Exploratory Investigation and Development of an Agent Technology E-Consumption Model," Journal of Insurance Issues, Western Risk and Insurance Association, vol. 25(2), pages 142-165.
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    Cited by:

    1. Chunyu Jiang & Seuk Wai Phoong & Sedigheh Moghavvemi, 2025. "Cultural odyssey in the metaverse: investigating the impact of virtual technologies on tourist reuse behavior and social sustainability," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 12(1), pages 1-15, December.
    2. Lili Geng & Yufei Li & Yongji Xue, 2022. "Will the Interest Triggered by Virtual Reality (VR) Turn into Intention to Travel (VR vs. Corporeal)? The Moderating Effects of Customer Segmentation," Sustainability, MDPI, vol. 14(12), pages 1-20, June.
    3. Chunyu Jiang & Sedigheh Moghavvemi & Seuk Wai Phoong, 2025. "Virtual reality’s promise for eco-friendly adventures: a study on its role in fostering sustainable tourism and reducing environmental footprint," Information Technology & Tourism, Springer, vol. 27(3), pages 547-577, September.
    4. Olga Kosykh & Hanna Roh & Robert Hart, 2023. "Self-Expressiveness in Slow Tourism as a Sustainable Driver: The Trans-Siberian Railway Travel Experience," Sustainability, MDPI, vol. 15(10), pages 1-19, May.
    5. Cai Li & Jingyi He, 2023. "Restorative Environmental Perception’s Influence on Post-Tour Behavior of Desert Off-Road Self-Driving Tourists: The Mediating Role of Flow Experience," Sustainability, MDPI, vol. 15(17), pages 1-20, August.
    6. Yanfeng Liu & Shanshan Zhao & Shuxian Zhao, 2025. "Adoption of digital logistics platforms in the maritime logistics industry: based on diffusion of innovations and extended technology acceptance," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 12(1), pages 1-15, December.

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