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Effects of Immersive Experiences in Green Tourism on Behavioral Intentions of Young Tourists
Sandy Yu-Rung Yang1, Wanting Qiu2, Sean Te-Hsun Lin2, Xin Li2 and Wei-Ling Hsu3
1School of Foreign Languages and Literature, Jiaying University, Meizhou 514015, China
2School of Economics and Management, Jiaying University, Meizhou 514015, China
3School of Civil Engineering, Jiaying University, Meizhou 514015, China
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Abstract:
Green tourism is a growing industry with large development potential. Thus, it is necessary to explore how immersive experiences drive its development in an innovative form of tourism. In this study, the behavioral intentions (BI) of young tourists were investigated by a technology acceptance model (TAM). Meizhou, a city with abundant green tourism resources, was chosen as the study area to formulate a BI model for immersive experiences in green tourism. The hypotheses were proposed and tested based on the results of a questionnaire survey and statistical analysis. The results revealed that tourists’ perceived usefulness (PU) and attitude toward using (ATU) significantly affected their BI. PU played a mediating role between perceived ease of use (PEOU) and BI. Appropriate recommendations regarding the development of immersive experiences in green tourism in Meizhou were made to enrich the BI model’s application. The research results provide an important reference for urban governance.
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Keywords: Green tourism; Immersive experience; Technology acceptance model (TAM); Tourism industry
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Received:November 08, 2023; Revised:December 08, 2023; Accepted:December 25, 2023; Published:December 30, 2023
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*Corresponding author; e-mail: 202107013@jyu.edu.cn
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Citation:Yu-Rung, S., & Qiu, W., & Te-Hsun, S., & Li, X., & Hsu, W.L.(2023). Effects of Immersive Experiences in Green Tourism on Behavioral Intentions of Young Tourists. International Journal of Environmental Sustainability and Protection, 3(4), 8-17. https://doi.org/10.35745/ijesp2023v03.04.0002
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Copyright: ©
2023
The Author(s). Published with license by IIKII, Singapore. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (CC BY), which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
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