Exploring Gen Z’s Perceptions of Virtual Tour Guide Narratives in Heritage Tourism: An Integrated Approach of TAM and Destination Image Theory

This study explores how virtual tour guide narratives in cloud tourism influence Gen Z’s perceptions of heritage sites by integrating the Technology Acceptance Model (TAM) and Destination Image Theory. The research examines the impact of narrative quality, emotional appeal, interactivity, perceived usefulness (PU), and perceived ease of use (PEOU) on cognitive, affective, and conative dimensions of destination image. An online survey targeting Douyin users who interacted with virtual tours at heritage sites like the Yungang Grottoes and Pingyao Ancient City was conducted. PLS-SEM was used to validate the hypothesized relationships. The findings show that PEOU and PU significantly influence Cognitive Image and Affective Image, with Emotional Appeal and Interactivity serving as mediators. Narrative Quality significantly affects Cognitive Image but has a weaker impact on Affective Image. These results suggest that while informational content enhances cognitive perceptions, emotional engagement is driven more by interactivity and emotional appeal. The study provides insights for designing digital tourism strategies, emphasizing the importance of user-friendly, interactive, and emotionally engaging content for enhancing destination perceptions. These findings contribute to tourism management and heritage preservation, offering practical implications for virtual tour guide development aimed at Gen Z tourists.