Green Tourism Meets Virtual Reality: Behavioral Intentions of Chinese Eco-Conscious Travelers

doi:10.21203/rs.3.rs-4749003/v1

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Green Tourism Meets Virtual Reality: Behavioral Intentions of Chinese Eco-Conscious Travelers

https://doi.org/10.21203/rs.3.rs-4749003/v1

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The primary aim of this study is to investigate the factors that influence the behavioral intentions of Chinese green tourists within the realm of virtual tourism experiences, utilizing a combination of qualitative and quantitative research methods. To accomplish this, we initiated the study with grounded theory as our starting point, conducting 36 comprehensive interviews with Chinese green tourists. These interviews were meticulously coded and subjected to in-depth analysis, leading to the development of a robust research model outlining the factors influencing Chinese green tourists' behavioral intentions towards virtual tourism experiences. Subsequently, we conducted a quantitative analysis of 740 collected questionnaires concerning behavioral intentions towards virtual tourism experiences, subjecting each variable within the theoretical model to empirical testing. The results unequivocally demonstrate that Chinese green tourists' cognitive factors, perception factors, experience type factors, and social situation factors all wield significant influence over their behavioral intentions towards virtual tourism experiences. This study provides nuanced insights into factors shaping green tourists' decisions and highlights virtual tourism's growing importance in sustainable travel. It offers valuable guidance for researchers and industry practitioners aiming to enhance virtual tourism experiences for environmentally conscious Chinese tourists, contributing to the discourse on sustainable tourism and the potential for a more ecologically sustainable future.

Biological sciences/Psychology/Human behaviour

Earth and environmental sciences/Environmental social sciences/Psychology and behaviour

Chinese green tourists

Sustainable tourism

Virtual experiences

Behavioral intentions

Mixed methods

Environmental protection and sustainable development have emerged as global priorities, and the tourism industry is no exception. Green tourism strives to minimize the impact on the natural environment and cultural resources while promoting the sustainable development of the environment, economy, and society. The COVID-19 pandemic, during its most severe phase, imposed strict restrictions on mobility and significantly disrupted traditional field tourism activities¹. As technology continues to advance, with developments such as 5G, artificial intelligence, augmented reality, and virtual reality, the transformation of the tourism industry into the realm of digital technology is an undeniable trend². Virtual tourism aligns itself with the principles of sustainable development, emphasizing the preservation and promotion of the environment, society, and culture, all while placing a strong emphasis on the quality of the tourism experience. This philosophy closely resonates with the ideals held by green tourists. In summary, the application of virtual tourism expands the horizons of green consumption and provides an ideal response to the imperatives of sustainable development and green ecotourism.

While virtual tourism encompasses various environmentally friendly modes, such as low-carbon tourism, water and energy conservation, and ecological preservation, the question remains: Can it truly gain widespread acceptance among green tourists? There exists a significant gap between the perceived reality of virtual tourism experiences and the authenticity of green tourism encounters³. Furthermore, the numerous uncertainties surrounding virtual tourism dampen the enthusiasm of green tourists for such experiences, thereby impacting their behavioral intentions to engage in virtual tourism⁴. The decision-making process of green tourists' experiential behavior is intricate and multifaceted. Currently, there is a dearth of research exploring the influencing mechanisms behind green tourists' attitudes and intentions in virtual tourism, and a systematic theoretical framework is conspicuously absent for explaining the factors influencing green tourists' behavioral intentions towards virtual tourism experiences.

This study endeavors to bridge this gap by investigating the influencing factors on green tourists' behavioral intentions towards virtual tourism experiences, utilizing a mixed research approach that combines qualitative and quantitative methodologies. In the initial phase, we conducted in-depth interviews with 36 Chinese green tourists who expressed an interest in virtual tourism experiences. Using grounded theory as our qualitative research method, we meticulously coded and analyzed the data, culminating in the construction of a comprehensive model illustrating the influencing factors affecting green tourists' behavioral intentions towards virtual tourism experiences. Subsequently, in the second stage of our study, we designed and distributed relevant survey questionnaires to gather data from 740 Chinese green tourists. Employing quantitative research methods, we rigorously validated the model derived from grounded theory. This enabled us to delve deeply into the mechanisms governing tourists' experiential behavior characteristics in virtual tourism. In essence, this study aspires to provide a novel theoretical perspective that can inform the future transformation and integration of virtual tourism and green tourism activities. It seeks to shed light on the acceptance and feasibility of virtual tourism within the green tourism context, offering valuable insights for future endeavors in sustainable and eco-friendly travel.

2.1 Green tourism and virtual tourism

In the 21st century, a global wave of green revolution has been unleashed, encompassing the realms of the green economy, green consumption, green marketing, and green GDP⁵. The concept of green tourism aligns closely with the principles of sustainable development and ecotourism. It emphasizes the responsible utilization of tourism resources, coupled with a conscientious regard for society and the environment. Simultaneously, it aims to provide tourists with comfortable, secure, and health-enhancing tourism products⁶. As ecological consciousness continues to gain traction and tourists increasingly appreciate and respect multiculturalism and natural heritage, green and low-carbon tourism products are poised to take center stage in the future of the tourism industry⁷. These products not only cater to the evolving needs of travelers but also align with the broader shift towards sustainable and environmentally conscious practices.

Virtual tourism is a novel business concept born from the fusion of virtual reality and the realm of travel and tourism^8–9. Leveraging computer simulation technology, virtual reality, and augmented reality advancements¹⁰, it empowers tourists to embark on immersive journeys from the comfort of their homes¹¹. This innovative form of tourism has been heralded by some scholars as a potential substitute for physical travel, offering convenient avenues for exploring protected historical sites and accessing remote natural wonders¹². Virtual tourism can minimize excessive exploitation and damage to natural resources such as water resources, land, and wildlife habitats to the greatest extent. It does not require significant transportation and energy consumption, reducing carbon footprint and greenhouse gas emissions.

The confluence of technological innovation and the disruptive force of the COVID-19 pandemic has acted as a catalyst and an accelerator for the green tourism industry, propelling supply-side reforms and propelling it toward high-quality development. Green tourism places a premium on the principles of physical and mental well-being, environmental stewardship, low-carbon practices, and sustainable development—values that resonate with the ethos promoted by virtual tourism¹³. In this context, virtual tourism has the potential to drive innovative, forward-thinking, and pragmatic transformations within the green tourism sector, enabling maximum conservation of the natural and cultural environment of tourist destinations during the virtual experience¹⁴. It stands as a bridge between the realms of real and virtual, fostering sustainable tourism practices and ecological preservation.

2.2 Virtual tourism experiences

In the realm of tourism research, external factors that influence tourists' behavioral intentions, such as individual characteristics, situational factors, and physical and social interactions, are widely recognized as pivotal elements shaping the tourist experience^15–16. In the era of the experience economy, as tourists' travel experiences grow increasingly diverse, tourism products evolve and upgrade, and the concept of tourism consumption matures, tourists' demands for their travel experiences are also evolving¹⁷. No longer content with traditional sightseeing and everyday travel offerings, tourists now seek a more enriching and spiritually fulfilling green tourism experience¹⁸.

The green tourism experience places a significant emphasis on the preservation and enhancement of the environment, society, and culture, all while prioritizing the quality of the overall travel experience. Central to the concept of virtual tourism is the virtual tourism experience, wherein tourists engage in tourism activities with the aim of acquiring unique and distinct experiences¹⁹. The virtual tourism experience involves a conscious integration of thoughts and emotions within virtual tourism scenarios, representing a multifaceted process of individual psychological, social, and cognitive interactions among tourists²⁰. Green and sustainable travel, apart from safeguarding the natural and human environment, also offers travelers distinctive and enriching travel experiences.

3.1 Study Design and Ethical Considerations

This study employed a mixed-method approach within an exploratory sequential design framework. The research began with qualitative methods to explore the factors influencing Chinese green tourists' behavioral intentions toward virtual tourism experiences and to uncover the underlying mechanisms. Following this, quantitative methods were used to validate the developed mechanism model and assess its broader applicability.

All research protocols, including interviews and survey distribution, were thoroughly reviewed and approved by the Ethics Committee of Shandong University. The study was conducted in strict accordance with the relevant guidelines and regulations, including the Declaration of Helsinki. Informed consent was obtained from all participants before their involvement in the study. Informed consent was obtained from all the subjects and/or their legal guardians involved in the study. The confidentiality of all participants was rigorously maintained. Personal identifiers were anonymized, and the data was securely stored in encrypted files accessible only to the research team. All collected data was used solely for academic purposes.

3.2 Data collection and data testing

In the first phase, Study 1 embraced a qualitative research approach. It involved in-depth interviews with 36 Chinese green tourists to gain insights into their perspectives on virtual travel experiences. Utilizing face-to-face and semi-structured in-depth interviews, a comprehensive mechanism model elucidating the factors influencing Chinese green tourists' behavioral intentions towards virtual tourism experiences was meticulously crafted.

In the second phase, Study 2 employed a quantitative research methodology through a questionnaire survey. This phase aimed to rigorously test the mechanism model formulated in Study 1. Leveraging reliability analysis, validity analysis, correlation analysis, and regression analysis on the questionnaire responses collected from 740 participants, the mechanism model proposed in Study 1 was subjected to empirical verification.

4 Substudy 1: The mechanism model of green tourists' behavioral intentions towards virtual tourism experiences based on grounded theory

4.1 Construction method of grounded theory

Green tourists' behavioral intentions can be fully obtained through the field of tourists' consciousness rather than quantitative research²¹. Grounded theory proves to be a valuable approach for elucidating the factors influencing green tourists' willingness to engage in virtual tourism, deciphering the psychological processes of their experiential journey, and pinpointing the factors that drive changes in their experiential behavior. The grounded theory methodology involves the meticulous organization of original semi-structured interview data. This process yields a substantial volume of textual data, from which abstract concepts and categories are distilled, ultimately leading to the formulation of a precise theoretical model. It is worth noting that this method demands a thorough and detailed sorting of the data gathered during the semi-structured interviews.

4.2 Sampling criteria and interview outline

Both the grounded theory research method and prior studies have highlighted the practicality and effectiveness of employing in-depth interviews to gather the necessary information for this paper. The process of grounded theory emphasizes the importance of obtaining data that aligns with the research questions and themes of this chapter. Consequently, a deliberate selection was made to conduct in-depth interviews with 36 Chinese green tourists who possessed ideas and experiences related to virtual tourism.

The interview structure was divided into three distinct parts. The first segment, the guidance questions, primarily sought to gather essential background information about the interviewees, as well as to assess their familiarity with virtual tourism. This section included inquiries about their name, occupation, educational background, and whether they had previous exposure to the concept of virtual tourism. The second part of the interview centered on probing the interviewees' intentions and interest towards virtual tourism experiences. Questions in this section delved into their level of interest and whether they would consider engaging in a virtual tourism experience, among other related inquiries. Lastly, the third part revolved around seeking feedback, comments, and suggestions from the interviewees.

4.3 Textual data and collection

The interviews were conducted over a span from October 2020 to March 2022. A convenience sampling method was employed to identify interviewees, and we recruited through a combination of acquaintances' introductions and online community postings. Specifically, 36 Chinese green tourists with insights into virtual tourism experiences were selected for in-depth interviews, and each interviewee was assigned a code (F1-F36). Each interview session lasted approximately 30 minutes, with the longest interview lasting 36 minutes and the shortest one spanning 27 minutes. The interviews were conducted as interactive dialogues, upholding principles of direct engagement, interactivity, and confidentiality. With the consent of the interviewees, the entire interview process was recorded, ensuring the acquisition of valuable textual data from the original audio files. The primary method for collecting interview data was through recorded interviews, complemented by notes taken during the interviews. In total, a substantial corpus of 49,586 Chinese words of relevant and effective text was amassed. The final version of the coding scheme in English was collaboratively determined by three scholars, including the authors of this paper. Subsequently, the English categories, codes, and quotations underwent rigorous evaluation by the three scholars to solidify the coding scheme.

4.4 Data coding analysis process

In accordance with grounded theory research requirements, the initial step involved open coding of the original statement data. This process began by selecting pertinent content from the collected textual data related to the research topic, ultimately identifying 416 pieces of valid information. Through meticulous sorting and repeated analysis, a total of 34 distinct concepts were distilled from the raw data. Subsequently, by removing extraneous information and emphasizing concepts with higher relevance and frequency, these concepts were abstractly synthesized into 12 overarching categories.

Axial coding is the process of interconnecting or linking concepts identified in open coding. In this study, by uncovering and establishing organic connections between concepts, a gradual clarification of various interrelationships among different categories was achieved. In an effort to establish logical relationships, correlation types, and logical reasoning connections, further classified these 12 categories into 5 primary categories. This categorization was determined based on the logical interplay among the categories.

Selective coding,focused on extracting core categories and dissecting their logical interactions with other categories. Aligned with the overarching theme of this study, it was ascertained that the pivotal category in this research is the influence mechanism of Chinese green tourists' behavioral intentions towards virtual tourism experiences. Prior research has demonstrated that cognitive factors and perception factors can exert direct or indirect influence on an experiencer's behavioral intentions through the mediation of the experiencer's attitudes²². This occurs because cognitive factors and perception factors shape the extent of a green tourist's cognitive and perceptual awareness, serving as internal determinants of their inclination to engage in experiential activities²³. In the realm of virtual tourism, the contextual specificity of the experience significantly shapes and constrains tourists' intentions. Experience type factors and social situational factors emerge as external influencers on green tourists' motivations to engage in virtual tourism^24–25. Given the unique nature of virtual tourism activities, the intentions of tourists are inevitably molded and confined by these external, objective factors.

A total of 36 text interview datasets were subjected to rigorous analysis and categorization. From this pool, 30 were randomly selected for detailed examination, leaving the remaining 5 for a theoretical saturation test. The criteria for theoretical saturation were met when no new categories or connections were identified. The specific coding details of this study are outlined in Table 1.

Table 1

Specific coding details
Principal category	Property of category	Conceptualization	Frequency	Total	Percentage
B1 Cognitive factors	A1 Green tourism cognition	a1 Green tourism concept	8	112	26.92%
		a2 Green tourism behavior	10
		a3 The significance of green tourism	9
	A2 Tourism value orientation cognition	a4 Awareness of tourism responsibility	19
	A2 Tourism value orientation cognition	a5 Environmental problem cognition	21
	A3 Virtual tourism characteristics cognition	a6 Transcend time and space	8
		a7 Environmental protection	18
		a8 Sustainability	19
B2 Experience attitude	A4 Virtual tourism experience attitudes	a9 Trust	26	59	14.18%
		a10 Approval	19
		a11 Support	14
B3 Perception factors	A5 Perceived benefits	a12 Enhance destination knowledge	8	113	27.16%
		a13 Enhance travel experience	7
		a14 Enrich daily life	12
		a15 Physical and mental relaxation	11
	A6 Perceived immersion	a16 Picture authenticity	9
		a17 Experience authenticity	11
		a18 Interactive authenticity	7
		a19 Scene authenticity	13
	A7 Perceived risks	a20 Economic risk	12
		a21 Functional risk	6
		a22 Psychological risk	9
		a23 Physical risk	8
B4 Virtual experience types	A8 Natural types	a24 Pristine natural beauty landscapes	16	52	12.50%
	A8 Natural types	a25 Human interventions in natural beauty landscapes	10
	A9 Humanity types	a26 Material cultural landscapes	14
	A9 Humanity types	a27 Intangible cultural landscapes	12
B5 Social situational factors	A10 Industry policies	a28 National policy	16	80	19.23%
		a29 Enterprise promotion	13
		A30 Industry standards	18
	A11 Social standards	A31 Sense of belonging	16
	A11 Social standards	a32 Reference group	17

4.5 Research Hypothesis

Based on grounded theory, the final encoding results indicate that the factors influencing Chinese green tourists' behavioral intentions towards virtual tourism experiences mainly include cognitive factors, perceptual factors, experience type factors, experience attitude and social situation factors.

4.5.1 Cognitive factors

Cognitive factors typically encompass the cognitive activities or thought processes of individuals, encompassing their beliefs, thoughts, and imaginative capacities. In line with the findings of grounded theory, the cognitive factors identified in this study encompass three key components: green tourism cognition, tourism value orientation cognition, and virtual tourism characteristics cognition.

(1) Green tourism cognition

In a broader context, green tourism encompasses a wide array of tourism products and services characterized by their environmentally friendly or pro-environmental attributes. As the global tourism industry experiences rapid growth, the environmental challenges arising from tourism have become increasingly acute. Virtual tourism, on the other hand, represents a form of tourism that boasts low resource consumption, minimal environmental pollution, heightened product value, and efficient production methods. It has garnered significant favor among a subset of environmentally conscious tourists²⁶. In interviews conducted for this study, it became evident that environmental preservation and sustainability serve as primary motivators for green tourists when selecting virtual tourism as their preferred choice. These factors play a pivotal role in igniting their enthusiasm for the virtual tourism experience. Furthermore, it was observed that the more comprehensive green tourists' understanding is regarding the environmental conservation and sustainability aspects of virtual tourism, the more robust their experiential attitudes and behavioral intentions become.

(2) Tourism value orientation

The value inherent in tourism is contingent upon tourists' comprehension of its essence, encompassing their value orientation and the criteria by which they judge the value of their beliefs and spiritual experiences related to tourism²⁷. At the heart of green tourism lies the commitment to provide tourists with a form of intellectual nourishment. This commitment is built on the foundational principles of environmental conservation and ecological equilibrium, ensuring that green tourists find a profound sense of spiritual belonging. The positive cognitive orientation of green tourists towards virtual tourism serves to foster their awareness and interest in the virtual tourism experience, ultimately influencing their experiential attitudes and behavioral intentions when engaging in virtual tourism activities.

(3) Virtual tourism characteristics

Virtual tourism offers unique attributes such as sustainability, environmental consciousness, and the ability to transcend the constraints of time and space, which allow green tourists to fulfill their wanderlust without imposing unnecessary burdens on the environment and society. The evolution of virtual tourism transforms green tourists' tourism pursuits into simulations of social interactions and travel experiences, effectively addressing a spectrum of psychological needs for green tourists²⁸. The environmentally friendly and sustainable aspects of virtual tourism facilitate the swift acceptance of this mode by green tourists. This, in turn, has a favorable impact on their experiential attitudes, ultimately culminating in active engagement towards virtual tourism experiences.

Therefore, the following hypotheses are proposed:

Hla: Green tourism cognition has a significantly positive impact on Chinese green tourists' attitudes towards virtual tourism experiences.

Hlb: Tourism value orientation has a significantly positive impact on Chinese green tourists' attitudes towards virtual tourism experiences.

Hlc: Virtual tourism characteristics have a significantly positive impact on Chinese green tourists' attitudes towards virtual tourism experiences.

H2a: Green tourism cognition has a significantly positive impact on Chinese green tourists' behavioral intentions towards virtual tourism experiences.

H2b: Tourism value orientation cognition has a significantly positive impact on Chinese green tourists' behavioral intentions towards virtual tourism experiences.

H2c: Virtual tourism characteristics have a significantly positive impact on Chinese green tourists' behavioral intentions towards virtual tourism experiences.

4.5.2 Perception factors

Perception factors pertain to the subjective emotions and anticipated outcomes associated with specific tourist behaviors, primarily influenced by psychological factors impacting tourists. Based on the grounded theory findings regarding the factors shaping green tourists' behavioral intentions towards virtual tourism experiences, this study identifies three distinct perceived factors: perceived immersion, perceived benefits, and perceived risks.

(1) Perceived immersion

Tourist immersion encompasses what is commonly referred to as the "flow experience", representing the pinnacle of engagement when tourists are fully absorbed in their tourism activities. This heightened perception of interaction, interest, and curiosity captures individual attention and elevates green tourists' enthusiasm for the experience, thereby stimulating their willingness to participate²⁹. The defining feature of virtual tourism immersion lies in its capacity to draw green tourists into the present virtual tourism experience to such an extent that they experience profound joy and satisfaction, momentarily forgetting the realities of the physical world. As an immersive, pleasurable, and time-transcending consumer experience, perceived immersion exerts a positive influence on green tourists' inclination to partake in virtual tourism experiences.

(2) Perceived benefits

Perceived benefits in tourism encompass the overall material and spiritual advantages that tourists genuinely experience during their travels or as a result of their investment in time and money. These benefits encapsulate the comprehensive satisfaction derived from various factors, including the quality, type, pricing, service, and reputation associated with tourism products and services. Specifically, perceived benefits encompass the value attributed to tourism products and the quality of tourism services³⁰. Understanding the specific needs and preferences of green tourists in the realm of virtual tourism experiences is paramount. It is essential to tailor virtual tourism products and services to individualized requirements, thus maximizing the perceived benefits for green tourists. Maximizing the perceived benefits of green tourists is an important part of enhancing the experience attitudes and behavioral willingness of virtual tourism products.

(3) Perceived risks

Perceived risks are the negative consequence individuals encounter when their anticipated outcomes do not align with their expectations following a specific behavior. Scholars have extensively explored perceived risks, identifying seven dimensions, utilizing both qualitative and quantitative methodologies. Moreover, socioeconomic attributes and behavior patterns significantly influence consumers' perceptions of risk³¹. Drawing from online comments and interview data, this paper categorizes virtual tourism into five dimensions of risk: economic risk, functional risk, psychological risk, social risk, and physical risk. For green tourists participating in virtual tourism experiences, mitigating perceived risks often takes precedence over maximizing perceived benefits. As the level of perceived risks rise among green tourists, their attitudess and intentions to engage in virtual tourism experiences tend to diminish.

Therefore, the following hypotheses are proposed:

H3a: Perceived benefits have a significantly positive impact on Chinese green tourists' attitudes towards virtual tourism experiences.

H3b: Perceived immersion has a significantly positive impact on Chinese green tourists' attitudes towards virtual tourism experiences.

H3c: Perceived risks have a significantly negative impact on Chinese green tourists' attitudes towards virtual tourism experiences.

H4b: Perceived benefits have a significantly positive impact on Chinese green tourists' behavioral intentions towards virtual tourism experiences.

H4a: Perceived immersion has a significantly positive impact on Chinese green tourists' behavioral intentions towards virtual tourism experiences.

H4c: Perceived risks have a significantly negative impact on Chinese green tourists' behavioral intentions towards virtual tourism experiences.

4.5.3 Experience attitude

In 1967, Fishbein introduced a theoretical model of rational behavior, laying the foundation for the widespread recognition of the attitudinal-behavioral intention model among scholars³². The rational behavior theory model emphasizes that an individual's attitudes and subjective norms significantly influence their behavioral intentions, which, in turn, accurately predicts subsequent individual behavior. In 1985, Ajzen further expanded on this concept with the theory of planned behavior, reinforcing the pivotal role of individual attitudes in shaping behavioral intentions. Green tourists develop either positive or negative emotional attitudes towards virtual tourism based on their analysis of the amalgamated internal and external information available. These attitudes, in turn, profoundly affect their intentions regarding virtual tourism experiences. When green tourists hold a favorable view of virtual tourism, their inclination to partake in virtual tourism experiences increases. Once this inclination reaches a certain threshold, it translates into actual experiential behavior.

Therefore, the following hypothesis is proposed:

H5: Chinese green tourists' attitudes towards virtual tourism experiences has a significantly positive impact on their behavioral intentions.

4.5.4 Experience type factors

Previous studies have found that each tourist has his or her own ideas and motivations for tourism experience, and different types of tourism experience can produce different degrees of behavioral intentions for tourists. Furthermore, distinct types of tourism experiences can generate varying levels of attitudes and behavioral intentions among tourists. Therefore, the selection of a tourism experience is invariably influenced by both internal psychological factors and external environmental factors. Drawing upon grounded theory and an extensive analysis of prior research literature, virtual tourism experiences primarily encompass two main categories: natural scenery experiences and cultural landscape experiences. Various experience types often mirror distinctions among consumer demographics, values, consumption preferences, and value orientations. Diverse virtual tourism experiences can elicit distinct attitudes among green tourists, and these differing virtual tourism encounters can wield a substantial influence on behavioral intentions.

Therefore, the following research hypotheses are proposed:

H6a: The natural scenery experiences of virtual tourism have a significantly positive impact on Chinese green tourists' behavioral intentions.

H6b: The cultural landscape experiences of virtual tourism have a significantly positive impact on Chinese green tourists' behavioral intentions.

4.5.5 Social situational factors

Social situational factors denote external variables beyond tourists' control in the realm of tourism experience behavior, which predominantly signify outcomes arising from the interplay of diverse economic, cultural, and social factors that develop around green tourists' tourism activities. Based on the findings derived from grounded theory, this study identifies the social situational factors within virtual tourism, which encompass Industry policies and social standards.

(1) Industry policies

Industry policies encompasses various external mechanisms such as state policy guidance, economic incentives, and industry norms. The growth of the virtual tourism industry forms the foundation for tourists' virtual tourism experiences and influences their behavior within this context33. Currently, the progress of the virtual tourism industry is still constrained by factors like industry quality standards, policy directives, and mechanisms governing entry into the tourism market, all of which impact the industry's ability to advance swiftly. In China, the virtual tourism industry has experienced rapid growth, with increased oversight and enhancements to the quality certification and standardization system by relevant authorities. These existing factors contribute to enhancing green tourists' behavioral intentions towards virtual tourism experiences.

(2) Social standards

Social standards represent social psychological factors, wherein individual members are guided or constrained by behavioral rules and standards to ensure the achievement of group objectives and the consistency of group activities. Individuals are not entirely autonomous within society; instead, they are inherently social beings, committed to fulfilling social roles and seeking recognition from others. Tourists often hold misconceptions about virtual tourism, while their immediate social circles may be skeptical or resistant to it. To garner recognition and appreciation, and to avoid potential ridicule or mockery from their social groups, green tourists make every effort to conform to the standards of social subjective norms. This orientation toward social acceptance is a key factor influencing green tourists' acceptance of virtual tourism experiences.

Therefore, the following research hypotheses are proposed:

H7a: The development of virtual tourism industry has a significantly positive impact on Chinese green tourists' behavioral intentions.

H7b: The social standards of virtual tourism has a significantly positive impact on Chinese green tourists' behavioral intentions.

4.6 Factors model of Chinese green tourists' behavioral intentions towards virtual tourism experiences

Based on grounded theoretical analysis and the research hypotheses outlined above, this study formulates the factors model of Chinese green tourists' behavioral intentions towards virtual tourism experiences. The model as shown in Fig. 1.

5 Sub-study 2: Empirical test and analysis of Chinese green tourists' behavioral intentions towards virtual tourism experiences

5.1 Research Design

5.1.1 Measurement

Based on the fundamental framework for assessing Chinese green tourists' intentions to engage in virtual tourism experiences, this study conducted a comprehensive review of existing literature on virtual tourism experiences and gathered qualitative insights from interviewees. Subsequently, we synthesized and refined prior research scales, culminating in the creation of a measurement scale tailored specifically for this investigation. The questionnaire employed a five-point Likert scale, with response options ranging from 1 to 5, corresponding to "strongly disagree," "disagree," "neutral," "agree," and "strongly agree," respectively. Table 2 presents the detailed measurement items for each variable within the questionnaire indicators.

Table 2

Measurement items of each variable of the questionnaire indicators
Measurement variable	Measurement items
Green tourism cognition³⁴	I know what is green tourism
Green tourism cognition³⁴	I know that virtual tourism is environmentally friendly and sustainable
Tourism value orientation cognition³⁵	The green, healthy, and sustainable way of traveling is very important
	I prefer to opt for low-carbon and environmentally friendly tourism initiatives
	I am willing to choose travel options that avoid causing traffic congestion
Virtual tourism characteristics cognition³⁶	Virtual tourism can transcend time and space
	Virtual tourism is sustainable
	Virtual tourism is environmentally friendly and green
Experience attitude³⁷	I think virtual tourism experience is the right choice
	I'm definitely in favor of virtual tourism
	In general, I am positive about virtual tourism experiences
Perceived Benefits³⁸	Virtual tourism can enhance my understanding of travel destinations
	Virtual tourism can reduce my personal pollution and damage to the environment
	Virtual tourism can bring both mental and physical enjoyment
Perceived immersion³⁹	Virtual tourism can bring me a certain degree of real sensory enjoyment
Perceived immersion³⁹	I can feel the virtual tourism experience process is real
Perceived Risks⁴⁰	Virtual tourism may cause some resource waste
	Virtual tourism can be addictive
	Overindulging in virtual travel experiences can cause me physical discomfort (such as nausea, fatigue and dizziness)
Natural types⁴¹	The pristine natural beauty landscapes in the virtual tourism are vivid and lifelike
Natural types⁴¹	The human interventions in natural beauty landscapes in the virtual tourism are vivid and lifelike
Humanity types⁴²	The immersive experience of a virtual tour similar to the Forbidden City in panorama format is overwhelming
Humanity types⁴²	Virtual experiential Chinese New Year tourism activities offer an incredibly immersive experience
Industry policies⁴³	Various national policy supports can stimulate me to have virtual tourism experience
Industry policies⁴³	Virtual tourism industry standards are becoming more standardized, which can encourage me to try experience
Social standards⁴⁴	The public's acceptance of virtual tourism will affect me
	The low-carbon sustainability of virtual tourism gives me a sense of belonging
	I am influenced by the attitudes and opinions of my friends and relatives towards virtual tourism
Behavioral intention⁴⁵	I would contemplate embarking on a virtual tourism adventure
	I am inclined to try virtual tourism-related offerings
	I would recommend others to experience virtual tourism

5.1.2 Data collection and sample analysis

A total of 800 questionnaires were collected, of which 740 were considered valid, resulting in an effective response rate of 92.5%. Among the 740 respondents, 47.6% (n = 352) fell within the age group of 25–44 years, confirming that suggest a greater propensity for younger individuals to embrace new technologies. The study sample consisted of 385 males (52.0%) and 355 females (48.0%), indicating that males may exhibit a higher tendency towards virtual technology addiction. Furthermore, 49.3% (n = 365) of the respondents held master's degrees or higher qualifications, highlighting the prevalence of well-educated individuals in the sample. Professionally, the majority are in-school students (n = 325, 43.9%), followed by employees in enterprise employees (n = 205, 27.7%), primarily due to their higher level of education. In terms of disposable income, 42.7% (n = 316) of respondents reported a monthly disposable income between 1001 yuan and 3000 yuan, which aligns with the predominance of students in the sample. Detailed information on the sample composition is presented in Table 3:

Table 3

Sample demographic information
Basic Characteristics	Sample Group	Frequency (People)	Percentage (%)
Gender	Male	385	55.2%
Gender	Female	355	44.8%
Age	≤ 18	43	5.8%
	19 ~ 24	198	26.8%
	25 ~ 44	352	47.6%
	45 ~ 60	112	15.1%
	≥ 61	35	4.7%
Education Level	High school and below	20	2.7%
	College	95	12.8%
	Bachelor's	260	35.1%
	Master's and above	365	49.3%
Occupation	In-school students	325	43.9%
	Enterprise employees	205	27.7%
	Civil servants	76	10.3%
	Individuals	44	5.9%
	Teachers	55	7.4%
	Sales personnel	35	4.7%
Income level (yuan)	<1000	32	4.3%
	1000 ~ 3000	316	42.7%
	3001 ~ 5000	138	18.6%
	5001 ~ 10000	120	16.2%
	≥ 10001	134	18.1%

5.2 Reliability analysis and validity analysis

The data analysis in this study comprises two primary steps. The first step is dedicated to evaluating the reliability and validity of the measurement model, while the subsequent step involves testing the structural model. To carry out these assessments, widely used statistical analysis software, namely SPSS 26.0 and AMOS 24.0, is employed.

During the process of sample measurement, reliability testing is typically necessary to assess the reliability of the sample due to the sampling scope or other unforeseen variables. To ensure the reliability of the questionnaire, we employed Cronbach'a coefficient as the standard for reliability testing. The minimum Cronbach'a coefficient obtained was 0.722, surpassing the threshold of 0.7, indicating a high level of internal consistency and reliability. The reliability test results are presented in Table 4:

Table 4

Analysis of the variable factor results
Subscale	Factor	Factor loading	CR	AVE	Cronbach'a	KMO	Bartlett's Sphericity Test
							Value	Sig.
Cognitive factors	Virtual tourism cognition	0.717	0.725	0.714	0.702	0.716	1026.158	0.000
		0.772
	Tourism value orientation cognition	0.778	0.732	0.724	0.735	0.741	624.475	0.000
		0.728
		0.783
	Virtual tourism characteristics cognition	0.825	0.774	0.788	0.805	0.783	435.723	0.000
		0.810
		0.758
Experience attitude	Virtual tourism experience attitude	0.772	0.736	0.796	0.742	0.768	644.674	0.000
		0.747
		0.784
Perception factors	Perceived benefits	0.762	0.761	0.807	0.782	0.762	1061.842	0.000
		0.725
		0.814
	Perceived immersion	0.764	0.798	0.786	0.754	0.756	541.776	0.000
		0.782
	Perceived risks	0.812	0.806	0.794	0.807	0.775	983.640	0.000
		0.724
		0.818
Experience type factors	Natural types	0.814	0.778	0.782	0.766	0.754	622.168	0.000
		0.776
	Humanity types	0.812	0.793	0.775	0.722	0.748	537.971	0.000
		0.706
Social situational factors	Industry policies	0.842	0.812	0.797	0.810	0.785	1074.638	0.000
		0.769
	Social standards	0.752	0.781	0.752	0.766	0.759	752.632	0.000
		0.724
		0.782
Behavioral intention	Virtual tourism behavioral intention	0.812	0.810	0.812	0.794	0.772	526.280	0.000
		0.826
		0.814

Validity analysis involves content validity and structural validity. The questionnaire design in this study is rooted in previously utilized measurement items from research literature, establishing a robust foundation for content validity. As evidenced by the KMO values in Table 4 and the significant outcomes of Bartlett's sphericity test, all variables exhibit KMO values exceeding 0.7, and the Bartlett's sphericity test underscores the robust structural validity of each variable.

To further scrutinize the scale's reliability and validity, the study conducted confirmatory factor analysis. The results, detailed in Table 4, demonstrate that all factor standard loadings surpass 0.7, signifying a high degree of convergent validity for the measurement items. Moreover, with Composite Reliability (CR) values surpassing 0.7 for all factors, the study establishes a solid foundation for asserting good internal consistency across each measurement item.

5.3 Model Analysis

The research employed AMOS 24.0 to conduct confirmatory factor analysis. The findings revealed that the chi-square/degrees of freedom ratio for the structural equation was 1.910. Additionally, key fit indices, including the Normed Fit Index (NFI), Comparative Fit Index (CFI), Incremental Fit Index (IFI), Goodness of Fit Index (GFI), and Adjusted Goodness of Fit Index (AGFI), all surpassed the threshold of 0.9. Concurrently, the Root Mean Square Error of Approximation (RMSEA) was below 0.8. These comprehensive indices collectively affirm that the overall model demonstrated a satisfactory level of fit, and detailed data are presented in Table 5.

Table 5

Analysis of the overall fit of the structural equation model
Fit Indices	χ2/df	NFI	CFI	IFI	GFI	AGFI	RMSEA
Research Findings	1.910	0.908	0.915	0.924	0.906	0.912	0.056
Evaluation Criteria	<2.0	>0.9	>0.9	>0.9	>0.9	>0.9	<0.08
Fit Assessment	Better	Better	Better	Better	Better	Better	Better

Figure 2 illustrates the path results of the structural equation model, with significant paths represented by solid lines.

5.4 Result analysis

By examining Fig. 2, we can observe that the assumed correlations between cognitive factors, perception factors, experiential type factors, social situational factors, experience attitudes, and the behavioral intentions towards virtual tourism experience are supported among Chinese eco-friendly tourists. In particular:

5.4.1 The relationship between cognitive factors and green tourists' experience attitudes

The study revealed that cognitive factors, comprising virtual tourism cognition (β = 0.467, P<0.001), tourism value orientation cognition (β = 0.356, P<0.001), and virtual tourism characteristics (β = 0.262, P<0.001), positively impact green tourists' experience attitudes towards virtual tourism experiences. Firstly, virtual tourism cognition, by offering positive information and allure about virtual tourism, enhances the positive attitudes. Secondly, tourism value orientation cognition prompts individuals to place greater emphasis on the practical value and benefits of virtual tourism, thereby fostering a positive experiential attitudes. Lastly, virtual tourism characteristics enables green tourists to better understand and appreciate the unique features of virtual tourism, promoting the formation of a positive experiential attitudes. These cognitive factors interact with each other, collectively providing support for the formation of a positive virtual tourism experiential attitudes among green tourists. As a result, hypotheses H1a, H1b, and H1c were supported.

5.4.2 The relationship between perception factors and green tourists' experience attitudes

Perceived benefits (β = 0.164, P<0.001) and perceived immersion (β = 0.521, P<0.01) within the perceptual factors have a positive impact on green tourists' experience attitudes towards virtual tourism experiences, while perceived risks (β=-0.156, P<0.001) exert a negative influence. Firstly, when individuals recognize significant benefits and positive outcomes linked to virtual tourism, such as increased knowledge, enjoyment, or relaxation, it inherently cultivates a positive attitudes. Secondly, the immersion in a virtual tourism experience, marked by a profound sense of engagement and absorption in the virtual environment, enhances the overall experiential attitudes. Conversely, the existence of perceived risks, such as apprehensions about security, privacy, or the reliability of virtual tourism experiences, induces caution and unease among individuals. These uncertainties and negative perceptions contribute to a less favorable attitudes toward virtual tourism. As a result, hypotheses H3a, H3b, and H3c were supported.

5.4.3 The relationship between green tourists' attitudes and behavioral intentions

The positive impact of green tourists' attitudes (β = 0.771, P<0.001) on behavioral intentions towards virtual tourism experiences suggests that when environmentally conscious tourists hold favorable opinions, beliefs, or feelings regarding virtual tourism, it significantly influences their expressed intentions to engage in such experiences. In essence, the more positive the attitudes of green tourists towards virtual tourism, the more likely they are to express intentions to participate in such experiences. When green tourists harbor positive attitudes, such as perceiving virtual tourism as environmentally friendly, enjoyable, or valuable, it creates a favorable predisposition towards participating in virtual tourism. Therefore, cognitive factors and perceived factors of virtual tourism play a pivotal role in influencing the behavioral intentions of green tourists. As revealed in Table 2, green tourism cognition (β = 0.146, P<0.001), tourism value orientation cognition (β = 0.472, P<0.001), virtual tourism characteristics (β = 0.258, P<0.001), perceived benefits (β = 0.132, P<0.001), and perceived immersion (β = 0.297, P<0.01) all exert a positive impact on green tourists' behavioral intentions. Conversely, perceived risks (β=-0.208, P<0.001) demonstrate a negative influence. As a result, hypotheses H2a, H2b, H2c, H4a, H4b, H4c, and H5 were supported.

5.4.4 The relationship between experience type factors and green tourists' behavioral intentions

The experience type factors, specifically the experience of natural scenery (β = 0.357, P<0.01) and the experience of human landscapes (β = 0.221, P<0.01), have a positively significant impact on green tourists' behavioral intentions towards virtual tourism experiences. Virtual experiences of natural landscapes captivate green tourists through the portrayal of nature's beauty, ecological diversity, and a dedicated commitment to environmental conservation. Simultaneously, virtual encounters with human landscapes, highlighting cultural, historical, and social facets, align with the expectations of green tourists seeking diverse and enriching cultural experiences. Consequently, these dual experiences craft compelling virtual tourism content, fostering positive attitudes and stimulating the behavioral intentions of green tourists. As a result, hypotheses H6a and H6b were supported.

5.4.5 The relationship between social situational factors and green tourists' behavioral intentions

The indicators of industry policies (β = 0.306, P<0.001) and social standards (β = 0.482, P<0.001) within social situational factors positively influence the behavioral intentions of green tourists. Favorable markers of industry policies and social standards play a pivotal role in cultivating trust and credibility among green tourists. Destinations that adhere to stringent industry policies and uphold elevated social standards garner heightened appeal among green tourists. The positive impact stemming from these factors augments the overall desirability of the destination, consequently elevating the probability that green tourists will manifest favorable behavioral intentions in terms of visiting and actively supporting such destinations. As a result, hypotheses H7a, H7b and H7c were supported.

In the pursuit of sustainable tourism practices, green tourism emerges as a guiding principle for achieving harmonious coexistence between humanity and the environment. As our global community grapples with escalating resource constraints, the growing significance of virtual travel as a sustainable and environmentally friendly alternative becomes imperative, particularly for environmentally conscious travelers. This study, grounded in grounded theory and employing a comprehensive approach that integrates qualitative interviews with quantitative analysis, explores the factors shaping the behavioral intentions of Chinese green tourists within the domain of virtual tourism experiences. Our research findings indicate that various factors, including cognitive factors, perception factors, experience attitude, experience type factors, and social situational factors, can significantly influence Chinese green tourists' behavioral intentions towards virtual tourism experiences.

This study not only provides a nuanced comprehension of the intricate dynamics guiding green tourists but also emphasizes the burgeoning importance of virtual tourism in the context of sustainable travel. By shedding light on the factors influencing behavioral intentions, our findings offer valuable insights for researchers and industry practitioners alike, aiming to enhance the appeal of virtual tourism experiences among environmentally conscious Chinese tourists. In a world delicately navigating the balance between tourism and environmental preservation, this research contributes significantly to the ongoing discourse on sustainable tourism and holds the potential to reshape the travel landscape towards a more ecologically sustainable future.

Author Contribution

Linqiang Wang (LW) was responsible for conceptualizing and designing the study, leading the data collection process, and writing the initial draft of the manuscript. LW also handled the initial statistical analysis and data set preparation.Zhihui Wang (ZW) participated in the detailed discussion of the research design, primarily handled further data analysis using advanced statistical methods, and made significant contributions to the literature review section.Xiaoting Huang (XH), as the project coordinator, oversaw the progress of the research, ensuring the scientific rigor and precision of the methods used. XH deeply analyzed the methodology and results, suggesting improvements, and was responsible for writing and revising the methodology and discussion sections to ensure the overall quality of the research.Luning Zang (LZ) served as the primary reviser of the manuscript, thoroughly auditing and enhancing the structure and arguments, particularly contributing key insights in the conclusions that augmented the practical applicability of the research. LZ, along with XH as corresponding authors, handled communications with journal editors and peer reviewers.

8 Acknowledgments

We would like to express our gratitude to the National Natural Science Foundation of China, Shandong University, and the Key R & D Plan of Shandong Province (major scientific and technological innovation project) for their generous support of this research.

Data Availability

The datasets generated and/or analyzed during the current study are not publicly available due to privacy concerns and proprietary restrictions, but they are available from the corresponding author upon reasonable request.

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No competing interests reported.

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You are reading this latest preprint version

Green Tourism Meets Virtual Reality: Behavioral Intentions of Chinese Eco-Conscious Travelers

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Abstract

Figures

1 Introduction

2 Literature review

2.1 Green tourism and virtual tourism

2.2 Virtual tourism experiences

3 Research objects and methods

3.1 Study Design and Ethical Considerations

3.2 Data collection and data testing

4.1 Construction method of grounded theory

4.2 Sampling criteria and interview outline

4.3 Textual data and collection

4.4 Data coding analysis process

4.5 Research Hypothesis

4.5.1 Cognitive factors

4.5.2 Perception factors

4.5.3 Experience attitude

4.5.4 Experience type factors

4.5.5 Social situational factors

4.6 Factors model of Chinese green tourists' behavioral intentions towards virtual tourism experiences

5.1 Research Design

5.1.1 Measurement

5.1.2 Data collection and sample analysis

5.2 Reliability analysis and validity analysis

5.3 Model Analysis

5.4 Result analysis

5.4.1 The relationship between cognitive factors and green tourists' experience attitudes

5.4.2 The relationship between perception factors and green tourists' experience attitudes

5.4.3 The relationship between green tourists' attitudes and behavioral intentions

5.4.4 The relationship between experience type factors and green tourists' behavioral intentions

5.4.5 The relationship between social situational factors and green tourists' behavioral intentions

Conclusion and Discussion

Declarations

Author Contribution

8 Acknowledgments

Data Availability

References

Additional Declarations

Status:

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