An analysis of the consumer profile and the willingness to pay in immersive virtual tourism

This study aims to determine the associations between socio-demographic profiles, respondents’ self-assessed technology proficiency, willingness to carry out different immersive virtual tourism experiences, and willingness to pay for these kinds of activities compared to real-life experiences. The theoretical framework of the Technology Acceptance Model identifies the perceived usefulness and ease of use of a new technology as key acceptance factors. An Artificial Neural Network was applied to the information obtained through the questionnaires. The study discovered that two factors, virtual tourism engagement and perceived usefulness, significantly impact willingness to pay. Previous video game experience enhances ease-of-use perception. While previous experience with video games increases perceived ease of use, it is revealed that a high degree of experience with technology, which is somewhat in line with the profile of digital natives, may reduce willingness to pay, in line with the experience paradox theory. This knowledge can guide the development of new market segments and marketing strategies, including pricing policies and the promotion of tourist destinations. The growth of technology and tourist capabilities has led to virtual tourism, which can act as a complementary, substitute, or marketing tool. This emerging form of tourism experiences an acceptance curve, where willingness to pay has yet to be explored. This study on the experience paradox and digital natives' impact offers originality, shedding light on the factors affecting willingness to pay in virtual tourism.