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

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  • Jingxuan Liang
  • Lu Zhao
  • Sunbowen Zhang
  • Lu Lu

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.

Suggested Citation

  • Jingxuan Liang & Lu Zhao & Sunbowen Zhang & Lu Lu, 2025. "How Does Immersive Technology Drive Real Tourism? Technology Acceptance and Cultural Foundation," SAGE Open, , vol. 15(2), pages 21582440251, April.
    • Handle: RePEc:sae:sagope:v:15:y:2025:i:2:p:21582440251330012
    DOI: 10.1177/21582440251330012
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