Factors influencing Gen Z’s intention to use VR in tourism based on TPE perspectives

This quantitative study attempts to fill a significant gap in the existing body of research regarding Gen Z’s perception of accepting virtual reality (VR) tourism based on the Technological Personal Environmental (TPE) framework. The research model comprises seven latent variables and two moderating factors. A questionnaire was administered online to collect 168 valid responses. The final data sample was then analyzed using Structural Equation Modeling (SEM). The results reveal that social influence, as an environmental factor, is the most prominent predictor of VR tourism acceptance among Gen Z, followed by perceived enjoyment, relative advantage, and perceived immersion, respectively. Conversely, network externalities and perceived ease of use showed no statistically significant impact. Moreover, neither gender nor age moderated the direct effects within the model. These findings highlight the critical role of peer recommendations in influencing Gen Z’s engagement with VR tourism, suggesting that tour operators and VR developers should adopt targeted marketing strategies that harness social media platforms and encourage peer-to-peer sharing. Additionally, promoting the tangible benefits of VR tourism and enhancing immersive experiences can further increase acceptance and foster growth within the industry.