A new generation behavior intention to visit tourism destinations in perspective of post-COVID-19

This study aims to investigate the new generation's behavior, influencing VR satisfaction and behavioral intention toward destinations. To this end, this paper investigated whether subjective norms, attitudes, perceived behavioral control, and VR satisfaction of the new generation positively impacted the behavioral intention to visit actual destinations. A convenient sampling method was used to collect data from students via an online survey by many universities in Thailand. The sample has been classified as people who used VR applications for tourism earlier answering the survey. The results revealed that attitude and perceived behavioral control had a positive and significant influence on VR satisfaction and an indirect effect on behavioral intentions. Moreover, VR satisfaction positively and significantly influenced behavioral intentions toward actual destinations. This study empirically investigates the influence of virtual reality on the new generation's behavior by using VR applications and other devices to access destinations. However, the results are valuable insight for destination marketing organizations to enhance the sophisticated technology that develops sites for new generations of tourism destinations. The current study provides specific theoretical and practical implications for further study.