The Impact of Virtual Reality on Tourist Behavior: A Multi-Study Approach

Technologies 4.0 - encompassing virtual reality (VR), augmented reality (AR), LiDAR, artificial intelligence (AI), big data, robotics, and Internet of Things (IoT) – are transforming tourism by reshaping how destinations and related tourism offers are marketed, experienced, and experienced. In such a scenario, this doctoral thesis adopts a paper-based model with the aim of deepening our scientific understanding of how Virtual Reality influences and reshapes tourist behavior. The opening chapter provides a comprehensive overview of the research project, focusing on the role of virtual reality (VR) in tourism. It traces the shift from non-immersive to fully immersive environments, including VR integration and LiDAR-enhanced scopes, while highlighting unresolved gaps in adoption research, methodological diversity, and contextual relevance. This synthesis establishes the conceptual overview for the empirical studies that follow. Drawing on the Technology Acceptance Model (TAM) and the Stimulus–Organism–Response (SOR) Model, chapter 2 aims to assess the tourist perceptions of virtual reality and their influence on attitudes and behavioral intentions. Applying a structural equation modeling (SEM) analysis, the study demonstrates that perceived ease of use and usefulness significantly shape attitudes toward VR, which in turn adopts intentions for both virtual exploration and eventual physical visitation. Importantly, perceived COVID-19 risk moderates this relationship, showing that immersive technologies reduce risk sensitivity and act as resilience tools for destinations facing crisis-driven disruptions. Chapter three explores LiDAR-based VR in heritage tourism. While photogrammetry and conventional 3D modeling dominate current research, LiDAR’s potential for hyper-realistic Modeling has received minimal empirical attention. Using an SOR-guided model tested through SEM, the study reveals that interactivity, visual cues, and quality graphic content drive joyfulness and informativeness, which in turn influence satisfaction and behavioral intentions. Findings highlight LiDAR’s unique capacity to elevate authenticity, enhance engagement, and stimulate visit intentions, thereby extending the experiential value of VR tourism. Chapter four investigates the integration of AI-driven assistants within VR contexts, focusing on DeepSeek is a case of offline virtual tourist guidance and clinical diagnostics. Three experimental studies advance theory and practice: (i) a multi-country experiment with 160 participants demonstrates that telepresence, informativeness, communication speed, and perceived usefulness shape trust, attitudes, and travel intentions; (ii) a diagnostic experiment with 33 participants shows psychological and physiological differences between AI-mediated and traditional VR, with mental imagery moderating personification effects; and (iii) a comparative study highlights stronger engagement and physiological stimulation in immersive VR compared to 2D environments. Together, these results position AI as a critical enabler of personalized, trustworthy, and emotionally resonant virtual tourism experiences.Based on the study findings, the theoretical contribution of the PhD thesis and the related managerial implications are discussed as well as limitations and future research directions.