Effects of Immersive Experiences in Green Tourism on Behavioral Intentions of Young Tourists

Abstract

Green tourism is a growing industry with large development potential. Thus, it is necessary to explore how immersive experiences drive its development in an innovative form of tourism. In this study, the behavioral intentions (BI) of young tourists were investigated by a technology acceptance model (TAM). Meizhou, a city with abundant green tourism resources, was chosen as the study area to formulate a BI model for immersive experiences in green tourism. The hypotheses were proposed and tested based on the results of a questionnaire survey and statistical analysis. The results revealed that tourists’ perceived usefulness (PU) and attitude toward using (ATU) significantly affected their BI. PU played a mediating role between perceived ease of use (PEOU) and BI. Appropriate recommendations regarding the development of immersive experiences in green tourism in Meizhou were made to enrich the BI model’s application. The research results provide an important reference for urban governance.