Virtual Reality and Gen Z in Cultural Tourism: Modelling Memorable Experiences and Tourist Intention

Novel Idris Abas; Dewita Puspawati; Ahmad Mardalis

doi:10.25145/j.pasos.2026.24.046

Authors

Novel Idris Abas Universitas Muhammadiyah Surakarta https://orcid.org/0000-0002-9696-620X
Dewita Puspawati Universitas Muhammadiyah Surakarta
Ahmad Mardalis Universitas Muhammadiyah Surakarta

DOI:

https://doi.org/10.25145/j.pasos.2026.24.046

Keywords:

Virtual Reality, Generation Z, cultural tourism, Memorable Tourism Experience, Continuance Intention, Telepresence, Cultural Heritage, Immersion

Abstract

The decline in Generation Z's interest in Cultural Heritage Tourism has become a critical concern globally. This study investigates how Virtual Reality (VR) can foster engagement among Gen Z by creating memorable and emotionally rich virtual heritage experiences. Using a quantitative approach, 425 Gen Z respondents participated in virtual tours of Borobudur Temple. PLS-SEM was applied to test a model linking telepresence, emotional involvement, and enjoyment to memorable tourism experience (MTE) and continuance intention. Results reveal that enjoyment and emotional involvement significantly influence MTE and continuance intention, with MTE serving as a key mediator. The findings highlight the need to go beyond technological immersion and focus on affective and hedonic gratifications to ensure sustainable engagement. This study offers practical insights for VR developers and cultural institutions, and contributes theoretically by integrating Flow Theory and Uses and Gratifications Theory to explain Gen Z's engagement with virtual cultural heritage.

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Academic society: PASOS. Revista de Turismo y Patrimonio Cultural
Publisher: Instituto Universitario de Investigación Social y Turismo. Universidad de La Laguna (España) - Instituto Universitario da Maia ISMAI (Portugal)

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