Virtual Reality in the Context of Sustainable Travel: The Role of User Characteristics and VR Features in User Experience and Destination Evaluation

Sustainability in tourism is becoming an increasingly significant challenge given the growing environmental, social, and cultural pressures associated with traditional forms of travel. One tool considered in this context is virtual reality (VR), which enables tourism experiences without the need for physical travel. The aim of this article is to examine how individual characteristics and features of the VR experience relate to user experience and changes in the evaluation of tourist destinations. The empirical study is based on surveys conducted before and after VR sessions in which 215 participants used the “Google Earth VR” application and visited locations of their choice. This paper presents the results of the relationship analysis between different variables. The dataset included evaluation of perceived realism and its components (360° representation, graphical quality, lag/smoothness, freedom of exploration, sound quality, tracking accuracy), engagement, emotion in VR, intuitiveness of VR use and more. In terms of the most important results, participants with a higher interest in travel reported stronger emotional responses and higher engagement during the VR experience, while perceived realism showed a weaker but directionally consistent association. VR showed a somewhat stronger, though still small, association with positive change in destination evaluation among participants with low initial tourism interest, for whom the experience may introduce novelty or reduce psychological distance to the destination. The analyses conducted contribute to a better understanding of the factors associated with the virtual tourism experience and highlight the potential of VR as a tool supporting the development of more sustainable forms of tourism experiences.