Purpose This study investigates the factors influencing visit intention to rural ecotourism destinations by integrating the cognitive process of authenticity theory and the emotional mechanism of affective events theory. Design/methodology/approach Data were collected from 401 virtual reality (VR) users and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) and Importance–Performance Map Analysis (IPMA). Findings Based on PLS-SEM and IPMA results, the constructs of object-based authenticity, existential authenticity, and affective response are essential to visiting rural ecotourism destinations. Practical implications This study offers practical insights for tourism developers and destination marketers on designing VR experiences that are both emotionally engaging and perceived as authentic. Strengthening both dimensions is essential for motivating prospective tourists to consider rural ecotourism destinations. Originality/value This study introduces the authenticity emotion response (AER) model, providing a novel framework for understanding visit intention in VR-based rural ecotourism.
Rafdinal et al. (2026) studied this question.