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.