This study aims to determine the associations between socio-demographic profiles, respondents’ self-assessed technology proficiency, willingness to carry out different immersive virtual tourism experiences, and willingness to pay for these kinds of activities compared to real-life experiences. The theoretical framework of the Technology Acceptance Model identifies the perceived usefulness and ease of use of a new technology as key acceptance factors. An Artificial Neural Network was applied to the information obtained through the questionnaires. The study discovered that two factors, virtual tourism engagement and perceived usefulness, significantly impact willingness to pay. Previous video game experience enhances ease-of-use perception. While previous experience with video games increases perceived ease of use, it is revealed that a high degree of experience with technology, which is somewhat in line with the profile of digital natives, may reduce willingness to pay, in line with the experience paradox theory. This knowledge can guide the development of new market segments and marketing strategies, including pricing policies and the promotion of tourist destinations. The growth of technology and tourist capabilities has led to virtual tourism, which can act as a complementary, substitute, or marketing tool. This emerging form of tourism experiences an acceptance curve, where willingness to pay has yet to be explored. This study on the experience paradox and digital natives' impact offers originality, shedding light on the factors affecting willingness to pay in virtual tourism.

中文翻译：

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沉浸式虚拟旅游消费者概况及支付意愿分析


本研究旨在确定社会人口特征、受访者自我评估的技术熟练程度、进行不同沉浸式虚拟旅游体验的意愿以及与现实生活体验相比为此类活动付费的意愿之间的关联。技术接受模型的理论框架将新技术的感知有用性和易用性确定为关键接受因素。将人工神经网络应用于通过问卷调查获得的信息。研究发现，虚拟旅游参与度和感知有用性这两个因素显着影响支付意愿。以前的视频游戏体验增强了易用性感知。虽然以前的视频游戏经验增加了感知的易用性，但研究表明，高度的技术经验（这在某种程度上符合数字原住民的形象）可能会降低付费意愿，这符合体验悖论理论。这些知识可以指导新细分市场和营销策略的开发，包括定价政策和旅游目的地的推广。技术和旅游能力的增长催生了虚拟旅游，它可以作为补充、替代或营销工具。这种新兴的旅游形式经历了一条接受曲线，其中的支付意愿仍有待探索。这项关于体验悖论和数字原住民影响的研究具有独创性，揭示了影响虚拟旅游支付意愿的因素。