Green Tourism Meets Virtual Reality: Behavioral Intentions of Chinese Eco-Conscious Travelers

The primary aim of this study is to investigate the factors that influence the behavioral intentions of Chinese green tourists within the realm of virtual tourism experiences, utilizing a combination of qualitative and quantitative research methods. To accomplish this, we initiated the study with grounded theory as our starting point, conducting 36 comprehensive interviews with Chinese green tourists. These interviews were meticulously coded and subjected to in-depth analysis, leading to the development of a robust research model outlining the factors influencing Chinese green tourists' behavioral intentions towards virtual tourism experiences. Subsequently, we conducted a quantitative analysis of 740 collected questionnaires concerning behavioral intentions towards virtual tourism experiences, subjecting each variable within the theoretical model to empirical testing. The results unequivocally demonstrate that Chinese green tourists' cognitive factors, perception factors, experience type factors, and social situation factors all wield significant influence over their behavioral intentions towards virtual tourism experiences. This study provides nuanced insights into factors shaping green tourists' decisions and highlights virtual tourism's growing importance in sustainable travel. It offers valuable guidance for researchers and industry practitioners aiming to enhance virtual tourism experiences for environmentally conscious Chinese tourists, contributing to the discourse on sustainable tourism and the potential for a more ecologically sustainable future.