Virtual reality as a sustainable alternative for authentic and satisfying tourism experiences

Abstract

ABSTRACT Tourism significantly contributes to climate change while simultaneously providing essential leisure and relaxation opportunities. This study examines the potential of virtual reality (VR) as a sustainable alternative to physical tourism by examining its ability to authentically and satisfactorily replicate traditional tourism experiences. Anchored in technological mediation theory, this study explores whether VR’s embodiment features – ownership, location, and agency – can foster tourism authenticity and tourist satisfaction. To do so, this study employs a quasi-experimental design with 937 cases. The findings indicate that VR tourism can deliver authenticity and satisfaction levels comparable to physical visits, particularly among tourists with prior VR exposure. These results advance sustainable tourism practices by positioning VR as a viable alternative to physical travel, thereby contributing to environmental conservation efforts. These results also underscore the critical role of technology embodiment in crafting immersive and meaningful tourism experiences. Therefore, the data-driven insights provided herein can be used to guide the development of innovative, technology-driven tourism models that meet the growing demand for authentic and sustainable travel experiences.