Exploring Tourists’ Intentions to Use VR for Sustainable Tourism

This study investigates the influence of perceived usefulness, ease-of-use, and sustainable tourism (ST) destination elements (attractions and image) on potential tourists’ intention to use virtual reality (VR) applications. Grounded in the technology acceptance model (TAM) and focusing on ST, the research employs an online survey to gather data that are analysed using multiple linear regression and nonparametric bootstrapping. The findings affirm VR’s relevance in ST, showing that perceived usefulness and ST elements significantly affect behavioural intention. Furthermore, all three factors—perceived usefulness, ease-of-use, and ST elements—are directly linked to behavioural intention through tourists’ positive attitude towards sustainable tourism. The study not only provides a framework for future research on VR adoption in ST but also prompts reflection on VR technology’s current state and its perceived relation to ST elements. Additionally, it offers practical managerial implications.