Factors determining the usage of virtual reality at UNESCO World Heritage Sites among Generations Y and Z

Virtual tourism has gained traction among visitors, especially after COVID-19. The use of virtual reality is gaining popularity among younger generations. This study brings virtual reality, the younger generation, and heritage sites together to identify the factors determining the adoption of virtual reality among Generations Y and Z at UNESCO World Heritage Sites. The research setting consists of ten natural and cultural heritage sites listed by UNESCO. This paper employed surveys to collect data from 266 virtual reality users who had visited heritage sites in the past three months. The study used the unified theory of acceptance and use of technology (UTAUT) as a proposed model. The study estimated the proposed model using the two-staged partial least squares structural equation modeling (PLS-SEM)-artificial neural network (ANN) approach. The outcome showed that performance expectancy and facilitating conditions significantly influenced heritage site tourists' behavior intention, but effort expectancy and social influence did not. The results of the ANN supported the findings of PLS-SEM. The results provide critical insights for heritage site managers to develop and promote VR-based heritage offerings.