Exploring the enablers of virtual tourism experiences for Gen Z

Abstract

PurposeThis study explored the enabler role of novelty-seeking and materialistic values on technology-based outcomes: usefulness, ease of use and enjoyment of virtual tourism. Furthermore, this study explored the direct effects of Gen Z’s word-of-mouth intentions. The study also explored the contingent effects of gender and educational level.Design/methodology/approachSurvey-based responses were gathered from 342 Gen Z participants using specific filtering criteria to ensure sample representativeness. Subsequently, the final responses were analysed using partial least squares.FindingsThe findings suggest a significant role for novelty-seeking and materialistic values in Gen Z’s overall perception of virtual tourism. Furthermore, with higher perceived usefulness, ease of use and enjoyment, Gen Zs are more inclined to share positive word-of-mouth for virtual tourism experiences.Originality/valueThis study aims to explore the orientation of Gen Zs toward virtual travel experiences in an emerging economy such as India. Implications for managers and practitioners are also discussed.