From VR Application Quality to Visit Intention in Religious Tourism Destinations: A Cognitive-Spiritual-Value Framework

This study introduces the cognitive–spiritual–value framework to better understand visit intention in VR-based religious tourism destinations. The framework integrates the cognitive appraisal theory (CAT), the quality–value adoption model (QVAM), and the religiosity–intention model to explain how VR application quality and religiosity shape tourists’ visit intention through cognitive appraisal mechanisms. Data from 450 respondents were analyzed using partial least squares structural equation modeling (PLS-SEM) and importance–performance map analysis (IPMA). The findings provide empirical support for the proposed framework of VR quality dimensions and religiosity within the QVAM and CAT frameworks in predicting perceived value, satisfaction, loyalty, and visit intention in VR-based religious tourism destinations. The proposed framework extends VR tourism research by linking technological quality and religiosity as key drivers of visit intention in religious tourism.