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The potential of virtual tourism in the recovery of tourism industry during the COVID-19 pandemic

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  • Junyu Lu
  • Xiao Xiao
  • Zixuan Xu
  • Chenqi Wang
  • Meixuan Zhang
  • Yang Zhou

Abstract

The COVID-19 pandemic has imposed tremendous impacts on the tourism industry worldwide. The tourism sector can take advantage of the new technology (e.g. virtual tourism), to respond to the challenges. This study aims to investigate factors influencing people’s acceptability in using virtual tourism during the pandemic in China and explore how virtual tourism can aid the recovery of tourism industry during and after the pandemic. We explore this through a mixed-methods approach. Our results show that the use of virtual tourism can be partially explained by the theory of planned behaviour. Virtual tourism has a strong influence on people’s on-site destination choices and can be used as an effective marketing tool to promote destinations and a platform to sell souvenirs and products. Virtual tourism can be an entertainment activity to bring immersed experience to people without being actually in the destinations, and thus reinforce stay-at-home order and help contain COVID-19. Even after the pandemic is over, people still show willingness to use virtual tourism for diverse purposes. The qualitative data also suggest virtual tourism can help promote sustainable tourism by reducing unnecessary greenhouse gas emissions from transportation and enhance ‘virtual accessibility’ especially for the elderly and disabled with limited mobility.

Suggested Citation

  • Junyu Lu & Xiao Xiao & Zixuan Xu & Chenqi Wang & Meixuan Zhang & Yang Zhou, 2022. "The potential of virtual tourism in the recovery of tourism industry during the COVID-19 pandemic," Current Issues in Tourism, Taylor & Francis Journals, vol. 25(3), pages 441-457, February.
    • Handle: RePEc:taf:rcitxx:v:25:y:2022:i:3:p:441-457
    DOI: 10.1080/13683500.2021.1959526
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    Cited by:

    1. Wenxi (Bella) Bai & Ivan Ka Wai Lai & Jose Weng Chou Wong, 2023. "Memorable Tourism Experience Research: A Systematic Citation Review (2009–2021)," SAGE Open, , vol. 13(4), pages 21582440231, December.
    2. Chunyu Jiang & Seuk Wai Phoong, 2023. "A ten-year review analysis of the impact of digitization on tourism development (2012–2022)," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-16, December.
    3. Madelene Blaer, 2023. "Interactive webcam travel: supporting wildlife tourism and conservation during COVID-19 lockdowns," Information Technology & Tourism, Springer, vol. 25(1), pages 47-69, March.
    4. Sébastien BOURDIN & Leïla Kebir & Stanislav Ivanov & Oana Mihaela Stoleriu, 2023. "Editorial: Tourism of the future - opportunities and challenges of smart technologies and digitalization," Eastern Journal of European Studies, Centre for European Studies, Alexandru Ioan Cuza University, vol. 14, pages 5-12, November.

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