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September 8, 2026Tourism and HospitalityOpen Access

Explaining Sustainable Cultural Tourism Intention Through Virtual Reality: An Integrated S–O–R, Technology Acceptance, and Flow Perspective

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Authors

KSKetwalee SrijunIEItthiphol EampoongaKWKittipol Wisaeng

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Overview

Survey study demonstrates virtual reality features drive sustainable cultural tourism intentions in heritage visitors, indicating cognitive and experiential pathways enhance conservation support.

Key Points

  • To examine how technological attributes of virtual reality influence sustainable cultural tourism intention through integrated cognitive, experiential, and affective pathways.
  • Surveyed N=360 Thai and international tourists at UNESCO World Heritage destinations in Thailand.
  • Integrated the Stimulus–Organism–Response framework, Technology Acceptance Model, and Flow Experience Theory.
  • Evaluated structural relationships and mediation effects using Partial Least Squares Structural Equation Modeling (PLS-SEM).
  • All 14 direct hypotheses were statistically supported across cognitive, experiential, and affective dimensions.
  • Information presentation quality exerted the strongest positive effect on perceived usefulness, whereas innovation factors most strongly enhanced flow experience.
  • Perceived usefulness, flow experience, and emotional cultural attachment directly increased sustainable cultural tourism intention, with perceived ease of use serving as a primary mediator.

Cite This Study

Srijun et al. (2026) studied this question.

synapsesocial.com/papers/6a9fd7e758e84d0ff5b47050https://doi.org/10.3390/tourhosp7090286
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