Research on tourists' travel intention and usage of VR technologies based on SOR model: mediating role of personal values

Purpose This study investigated the travel intentions (TIs) of Chinese travelers and their utilization of virtual tourism technology during the Zero COVID-19 policy period by using a stimulus-organism-response (SOR) model. The study specifically examines the interplay between knowledge of policy, perception of risk, TI, usage of virtual tourism technology (UVTT) and the mediating role of personal values. Design/methodology/approach The data were collected from 333 Chinese travelers through an online questionnaire, and structural equation modeling (SEM) was employed to test the proposed hypotheses. Findings The study suggests that knowledge of policy and risk perception increase changes in personal values (PVs), which, in turn, affect Chinese travelers' TIs and the UVTT, with PVs playing a mediating role. Risk perception has a positive effect on the UVTT. Practical implications This study highlights the positive impact of tourism policy knowledge and risk awareness on individual values as a stimulus. Stakeholders need to implement industry-specific policies that are in line with scientific developments. Tourism managers should prioritize understanding the psychological reactions of tourists in crises and provide support to mitigate negative emotions. Anticipating changes in PVs is crucial, as instability affects tourists' behavior. The findings of the study also provide valuable insights for technology designers and underscore the substitutability of virtual technologies in improving the tourism experience. Originality/value This study is the first to examine the mediating role of PVs in the relationship between knowledge of policy, tourism risk perception (TRP), TI and the UVTT based on the SOR model. The insights gained from this analysis can assist policymakers and tourism managers in understanding the psychological changes of tourists, thereby facilitating the development of appropriate tourism planning.