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This research delves into the adoption of Virtual Reality (VR) technology for travel intentions, with a specific emphasis on understanding generational disparities between Baby Boomers and Gen Z. This study focuses on two pivotal elements necessitating further examination: the role of virtual experiences and content quality in shaping travel intentions within the realm of virtual reality. Our investigation delves into the influence of perceived ease of use and perceived usefulness on virtual experiences and the impact of information access and novelty on content quality with travel intention for VR. Utilizing the Partial Least Squares Multigroup Analysis (PLS-MGA) and Generalized Regression Neural Network (GRNN) models, we scrutinize these factors. This study aims to illuminate the technological and generational dimensions of VR adoption within the context of travel intention. The study underscores generational distinctions, yielding an intriguing outcome: virtual experiences distinctly shape the travel intentions of Gen Z but do not find favor among Baby Boomers. Conversely, the influence of content quality is evident, decisively affirming the travel intentions of Baby Boomers while lacking substantiation in the case of Gen Z. This finding provides valuable insights into how different generations engage with and adopt VR technology.
Wiangkham et al. (Thu,) studied this question.