THE INFLUENCE OF VIRTUAL REALITY (VRT) ON EXPERIENCE QUALITY AND INTENTIONAL BEHAVIOUR IN ZHENGZHOU
DOI:
https://doi.org/10.55197/qjssh.v6i3.708Keywords:
virtual reality technology, experience quality, intentional behavior, SOR-PAD, China Yellow River BasinAbstract
The global tourism sector, a vital engine for economic development and cultural preservation, is increasingly integrating virtual reality technology (VRT) to enhance visitor engagement. However, its impact on ecotourism experiences and behavioural intentions remains insufficiently explored. This study investigates the influence of VRT on experience quality and intentional behaviour among university students in Zhengzhou, located in the Yellow River Basin. Anchored in the Stimulus-Organism-Response (S-O-R) framework and Pleasure–Arousal–Dominance (PAD) model, a mixed-methods approach was adopted. A structured evaluation framework encompassing 28 indicators was constructed, supported by 1,934 valid responses from 525 university students. Using partial least squares structural equation modeling (PLS-SEM), the study identifies immersion, ecological validity, and user engagement as significant predictors of visitors’ emotional responses and behavioural intent. The results underscore the transformative role of VRT in influencing destination appeal, enhancing user satisfaction, and fostering social media interaction. These findings not only fill critical gaps in virtual ecotourism research but also offer practical strategies for post-pandemic recovery and sustainable destination branding in heritage-rich regions of China.
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