Abstract/Summary

Purpose: As virtual reality (VR) technology continues to advance, its potential impacts and applications on the tourism industry become increasingly significant. This study aims to deepen the understanding of VR’s role in influencing tourists’ attitudes and sustainable VR tourism intention. This study also seeks to compare the effectiveness of VR CAVE versus desktop VR. Design/methodology/approach: Data was gathered through two methods. One group of participants was invited to a laboratory equipped with VR CAVE and another group of respondents was recruited from an online panel to test the effectiveness of using desktop VR. Data was analyzed using SmartPLS 4.0 for path significance and group differences. Findings: The findings revealed that the perceived values of the VR experience significantly influenced VR immersion including presence and flow. VR immersion subsequently influenced attitudes towards destinations, attitudes towards VR tourism and sustainable VR tourism intentions. The results of multigroup analysis indicated minor differences between both VR system setups. Originality: These findings advance the understanding of VR’s influence on tourists’ attitudes and sustainable VR tourism intentions. Notably, the study highlights the efficacy of cost-effective VR setups in effectively shaping tourists’ attitudes and motivating sustainable VR tourism intentions.