Virtual Reality in Tourism: A Integrated Systematic Review of Consumer Behavior and Technology Acceptance

Abstract

As Virtual Reality (VR) technology undergoes a radical evolution from desktop simulators to fully immersive devices, its strategic deployment in smart tourism has surged. Despite a growing body of empirical research, the academic landscape remains theoretically fragmented. This study conducts a rigorous systematic literature review (SLR) guided by the PRISMA framework, synthesizing high-impact peer-reviewed articles extracted from Scopus and Web of Science. Moving beyond isolated analyses, this paper proposes a novel, horizontally structured conceptual framework that unifies three core theoretical paradigms: the Stimulus Organism-Response (S-O-R) model, the Technology Acceptance Model (TAM), and Spatial Presence Theory. The qualitative synthesis demonstrates that VR technical configurations (vividness and interactivity) function as environmental stimuli that trigger a crucial psychological state ,the cognitive illusion of spatial presence ("being there"). This presence subsequently anchors and heightens users’ perceptions of enjoyment and usefulness, which collectively mitigate pre-purchase risk. Ultimately, this multi-layered organismic state directly dictates the final behavioral response, shifting from immediate booking intentions to long-term virtual and physical destination loyalty. By establishing this holistic mediation pathway, this study maps the complete immersive consumer journey, identifies critical gaps surrounding technological friction, and outlines a strategic agenda for future sustainable destination marketing in the post-pandemic digital era