With the development of technology, the tourism industry is actively exploring the integration of emerging technologies. The continuous emergence and widespread application of innovative models such as cloud tourism and cloud exhibitions have provided tourists with novel travel experiences. In this context, it is crucial to investigate the factors that influence the public's acceptance of virtual tourism. We first evaluated the virtual tourism services of 339 national 5A-rated scenic spots in China and selected Prince Kung's Palace Museum, which had the highest overall score, for further investigation. This study established an extended TAM, incorporating variables such as Perceived Enjoyment, Presence, and Information Quality. We applied structural equation modeling for data analysis. The results show that Perceived Enjoyment positively influences both Perceived Ease of Use and Behavioral Intention, while Presence positively influences Perceived Usefulness. This suggests that future cloud tourism service designs for scenic spots should focus on enhancing user experience, while providing immersive embodied experiences to promote users’ willingness to use the service. The study also found that Information Quality did not significantly impact Perceived Ease of Use, indicating that future cloud tourism service designs should achieve a balance between high-quality information display and superior interactive experiences. This research provides new perspectives for academic research and practical applications in the field of virtual tourism and offers a theoretical foundation and practical guidance for the innovation and development of future virtual tourism services.