Sculpting the feelings: influence of immersive technology on responsible travel

Purpose This study aims to examine how the telepresence of tourists using immersive technology affects responsible travel behaviour at natural heritage sites by exploring the role of feelings. Design/methodology/approach This study proposed a conceptual model that was empirically tested. Data was collected through online and offline surveys from 672 respondents who used AR/VR while visiting the natural heritage sites. PLS-SEM was used to analyze the data using SmartPLS 4.0. Findings The findings of this study highlight how feelings are processed as information when tourists are exposed to immersive technologies. These feelings, in addition to perceived value and destination attractiveness, affect responsible travel behaviour. Research limitations/implications This study adds to the literature by offering insights concerning the tourists’ feelings related to responsible travel that can be evoked by getting involved in the virtual worlds. The findings suggest how managers can use immersive technology-based campaigns to promote responsible travel at natural heritage sites. Originality/value The literature does not elucidate the role of feelings and its dimensions (emotions and metacognitive experience) in explaining the effect of immersive technology in evoking responsible travel behaviour in the context of tourism. The current study addresses this gap and extends prior research by theorizing that feelings-as-information is the missing link between why tourists behave in a certain way, given a specific immersive stimulus.