Research on the Key Factors Affecting Geny's Willingness to Participate in Virtual Reality Tourism: Evidence from Hainan Yalong Rainforest Cultural Tourism Area

Abstract

This study utilizes Hainan's Yanoda Rainforest Cultural Tourism Zone as a case study. Grounded in the Technology Acceptance Model (TAM), we developed a research framework encompassing perceived usefulness (PU), perceived ease of use (PEOU), and VR travel intention (IVT), incorporating demographic factors as control variables. This framework systematically investigates the mechanisms influencing Generation Y tourists' willingness to engage in VR tourism. The findings demonstrate that both perceived usefulness and perceived ease of use significantly and positively influence VR travel intention. Demographic factors such as age, income, and place of origin exhibit moderating effects on this intention. Accordingly, the paper proposes strategies for scenic areas to enhance Gen Y travelers' VR tourism experience and revisit intention through the following measures: Optimizing VR equipment usability; Strengthening content value delivery; Implementing differentiated marketing approaches. These recommendations provide practical guidance for the digital transformation of ecotourism destinations.