Realidad Virtual y la Generación Z en el Turismo Cultural: Modelización de Experiencias Memorables e Intención Turística
DOI:
https://doi.org/10.25145/j.pasos.2026.24.046Palabras clave:
Realidad Virtual, Generación Z, Turismo Cultural, Experiencia Turística Memorable, Intención de Continuidad, Telepresencia, Patrimonio Cultural, InmersiónResumen
La disminución del interés de la Generación Z por el turismo de patrimonio cultural es una preocupación global. Este estudio explora cómo la Realidad Virtual (RV) puede aumentar el compromiso al ofrecer experiencias virtuales memorables y emocionalmente intensas. Se utilizó un enfoque cuantitativo con 425 participantes de la Generación Z en recorridos virtuales del Templo de Borobudur. Se aplicó PLS-SEM para analizar la relación entre telepresencia, implicación emocional y disfrute con la experiencia turística memorable (ETM) y la intención de continuidad. Los resultados muestran que el disfrute y la implicación emocional influyen significativamente en la ETM y la intención, con la ETM como mediador clave. Se concluye que es esencial ir más allá de la inmersión tecnológica y centrarse en gratificaciones afectivas y hedónicas para garantizar un compromiso sostenible. Este estudio ofrece aportaciones prácticas para desarrolladores de RV e instituciones culturales, y contribuye teóricamente integrando la Teoría del Flujo y la Teoría de Usos y Gratificaciones para explicar el compromiso de la Generación Z con el patrimonio cultural virtual.
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- Instituto Universitario de Investigación Social y Turismo. Universidad de La Laguna (España) - Instituto Universitario da Maia ISMAI (Portugal)
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