How Does Virtual Tourism Affect the Real tourism: A Perceptual Perspective of the New Generation in China

An integrated model study was proposed blending the diffusion of TAM, ACSI and expectancy theory to reveal how virtual tourism touches the real tourism from the perception, attitude, and behavioral intention. Data was collected by questionnaire from “New Generation” respondents (n=520) via both online and offline survey regarding the 360-degree video virtual tourism of Li River Scenic spot, and the hypotheses were tested by SEM. The moderating effects of sample characteristics such as gender, age, education level, usual place of residence and travel experience were also discussed. The theoretical and managerial implications of the findings, as well as recommendations for future research, are addressed to enrich the research on virtual tourism at the psychological and behavioral levels. Moreover, it contributes to promoting the practical application of virtual tourism