The Impact of Virtual Reality Technology on Purchase Intention of Gen-Z Customers in Online Travel Platforms: A Case Study of Chiang Mai Destination

Although virtual reality (VR) technology has emerged over the past two decades, it has gained popularity and widespread use only in some industries, such as gaming. Meanwhile, the travel and tourism industry has high potential market value, yet there remains a growth gap for VR, particularly in the consumer-oriented design of digital platforms. This study explores the impact of VR technology on purchase intention, focusing on Gen-Z travelers through the simulation of main VR features that could be available in online travel platforms. The VR travel value model has been proposed, as well as the effects of VR technology presence on technology awareness, travel destination awareness, traveling intention, and ultimately, purchase intention have been investigated and analyzed in relationships by Partial Least Squares Structural Equation Modeling (PLS-SEM). Chiang Mai, Thailand, was selected under the control condition as the unseen target of travel destinations. Participants were allowed to experience VR technology in the controlled experiment, which provided VR headsets to explore virtual sites; subsequently, they completed a structured questionnaire. The findings indicate that VR significantly attracts Gen-Z’s interest in technology-driven travel solutions, increases their familiarity with destinations, and enhances their willingness to visit and purchase travel packages. This study highlights the untapped potential of immersive technologies in travel platforms, particularly for expatriate and domestic travel plans. The implication provides actionable recommendations for destination owners and online travel agencies (OTAs) to engage tech-savvy young travelers effectively.