'Reality' influencing 'Actuality': the role of augmented and virtual reality on ecotourism travel intention

This study aims to understand the role of AR/VR technology in facilitating responsible travel at natural heritage sites. A theory-based approach was used in this study. A qualitative study was done through semi-structured, in-depth interviews with 12 participants to develop the conceptual model. Participants who visited a natural heritage site were selected for this study through snowball sampling. This study identifies the AR/VR content, medium quality, feelings towards the AR/VR, and planned behaviour as significant factors influencing the behavioural intention towards ecotourism. Several core themes and sub-themes were found that were found aligned with the existing theories. Three main theoretical backgrounds emerged from the present study: telepresence theory, feelings-as-information, and theory of planned behaviour. This study contributes to ecotourism literature as the evidence demonstrates that telepresence and feelings substantially boost the foundation of ecotourism. This study highlights several possible implications that will help in the inclination towards responsible behaviour of tourists and also gives direction for future research in this field.