Embracing the Future: Perceived Value, Technology Optimism and VR Tourism Behavioral Outcomes Among Generation Z

Abstract

Virtual reality (VR) tourism can become a game-changer in tourism industry. It has been recognized as an effective way to manage tourist load and preserve the ecological balance at environmentally fragile destinations. As the “digital generation”, Generation Z members provide a huge market for VR tourism. However, the behavioral outcomes of Generation Z in the context of VR tourism have been scarcely explored, especially from a perspective of perceived value. Thus, this research particularly focuses on Generation Z. A conceptual model is developed based on Consumption Value Theory (CVT) to investigate the determinants behind user satisfaction and its impact on word-of-mouth (WOM) and continuance intentions. Furthermore, this study explores the moderating role of technology optimism in the relationship between perceived value and user satisfaction. Through the analysis of 509 samples, this research indicates that functional value (immersive presence and convenience), emotional value (enjoyment), epistemic value (curiosity and novelty), social value (online social interaction), and conditional value (the overcrowded form of tourism) are positively related to user satisfaction with VR tourism. In addition, user satisfaction is a predictor of WOM and continuance intentions. Moreover, technology optimism greatly moderates the influences of functional value, social value, and conditional value on user satisfaction. The findings in this research expand the theoretical application of CVT and provide a new perspective to explore tourists’ behavioral outcomes in the context of VR tourism. In addition, this research expands the research boundary of technology optimism and provides valuable insights for designers and managers to focus on influential values.

Keywords:

• Virtual reality tourism
• generation Z
• perceived value
• user satisfaction
• technology optimism

Disclosure statement

No potential conflict of interest was reported by the author(s).

Correction Statement

This article has been republished with minor changes. These changes do not impact the academic content of the article.

Additional information

Funding

This research is supported by Chongqing Social Science Planning Foundation (Grant Number: 2023BS051).

Notes on contributors

Yonghan Zhu

Yonghan Zhu is a lecturer in the School of Politics and Public Administration, Southwest University of Political Science & Law. He completed his Master degree in University College London and his PhD degree in Chongqing University. His research focuses on digital government, AI-based services, and behavioral intention.

Jie Li

Jie Li is a lecturer in the School of Public Administration, University of Electronic Science and Technology of China. Her research interests include digital government and information system.

Xiao Han

Xiao Han is an associate professor in the School of Public Administration, University of Electronic Science and Technology of China. He focuses on digital government, smart city, and transparency.

Rui Wang

Rui Wang is a professor in the School of Economics and Business Administration, Chongqing University. He is a visiting scholar in the London School of Economics and Political Science (LSE). He focuses on digital economy, social media use, and human-computer interaction.

Chunshun Wang

Chunshun Wang is a doctoral candidate in School of Social Sciences, Tsinghua University. He focuses on public policy and AI-based sports.

Chengyan Pu

Chengyan Pu is a doctoral candidate in the School of Public Affairs, Zhejiang University. He conducts research in the areas of smart city, e-government, and social networking.