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

Author

Listed:
  • 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
    Geography Research Unit, University of Oulu, 90570 Oulu, Finland
    School of Business and Economics, Linnaeus University, 39231 Kalmar, Sweden
    School of Hospitality, Tourism and Events and Centre for Research and Innovation in Tourism (CRiT), Taylor’s University, Subang Jaya 47500, Malaysia)

  • Yue Li

    (Business School, Shandong University, Weihai 264200, China)

  • Xinyi Zhang

    (School of Tourism and Leisure Management, Shanghai Institute of Tourism, Shanghai 200000, China)

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.

Suggested Citation

  • Zhengan Zhu & Colin Michael Hall & Yue Li & Xinyi Zhang, 2025. "Exploring the Impact of Virtual Reality on Tourists’ Pro-Sustainable Behaviors in Heritage Tourism," Sustainability, MDPI, vol. 17(14), pages 1-15, July.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:14:p:6278-:d:1697692
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    References listed on IDEAS

    as
    1. Dong Lu & Yide Liu & Ivan Lai & Li Yang, 2017. "Awe: An Important Emotional Experience in Sustainable Tourism," Sustainability, MDPI, vol. 9(12), pages 1-15, November.
    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. Wenjing Xu & Mazran Ismail & Syafizal Shahruddin & Wen Quan & Yingrui Li, 2025. "Exploring Tourists’ Intentions to Adopt Augmented Reality in Cultural Heritage Museums: Insights From a Modified Technology Acceptance Model," SAGE Open, , vol. 15(2), pages 21582440251, May.
    4. Xi Wang & Yun Yu & Zhe Zhu & Jie Zheng, 2022. "Visiting Intentions toward Theme Parks: Do Short Video Content and Tourists’ Perceived Playfulness on TikTok Matter?," Sustainability, MDPI, vol. 14(19), pages 1-17, September.
    5. Xiaodong Yang & Liang Chen & Lai Wei & Qi Su, 2020. "Personal and Media Factors Related to Citizens’ Pro-environmental Behavioral Intention against Haze in China: A Moderating Analysis of TPB," IJERPH, MDPI, vol. 17(7), pages 1-18, March.
    6. Wang, Lili & Lyu, Jiaying, 2019. "Inspiring awe through tourism and its consequence," Annals of Tourism Research, Elsevier, vol. 77(C), pages 106-116.
    7. Bo Wendy Gao & Chris Zhu & Hongmei Song & Ianthe M. Belisle Dempsey, 2022. "Interpreting the perceptions of authenticity in virtual reality tourism through postmodernist approach," Information Technology & Tourism, Springer, vol. 24(1), pages 31-55, March.
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    1. repec:rbs:ijbrss:v:14:y:2026:i:9:p:12-22 is not listed on IDEAS
    2. Kinga Stecuła & Mateusz Naramski, 2025. "Virtual Reality as a Green Tourism Alternative: Social Acceptance and Perception," Sustainability, MDPI, vol. 17(17), pages 1-30, August.
    3. Sandra Yap Dianggorobles & Fauziah Eddyono, 2025. "Immersive digital experiences: Fostering sustainable practices and positive perceptions among Gen Z tourists in village tourism," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 14(9), pages 12-22, December.

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