Purpose With the growing prevalence of virtual reality and augmented reality technologies, immersive digital tourism offers college students a highly realistic destination experience. However, the influencing factors on travel decision-making remain unclear. This study aims to investigate the factors and pathways shaping university students’ behavioral intentions (BIs) within the context of immersive digital tourism. Design/methodology/approach Based on the Technology Acceptance Model, this study explores the pathways of college students’ BIs within the context of immersive digital tourism. The study analyzes 927 valid questionnaires using partial least squares structural equation modeling and constructs an extended TAM framework that incorporates technology perception (TP), immersive experience perception (IEP), perceived usefulness (PU), perceived ease of use (PEOU), perceived interactivity (PI) and BI. Findings The results indicate that the driving effect of perceived immersive experience on travel intention is significantly stronger than that of perceived technology. Both perceived usefulness and interactivity have a direct positive impact on BI, while PEOU does not pass the significance test. Originality/value The study reveals that college students prioritize functional value and interactive experiences in immersive environments, with technical ease of operation having a weaker explanatory power in decision-making. Therefore, it suggests that digital tourism products targeting college students should focus on enhancing interactivity and emotional resonance, while downplaying technical parameters.
Huang et al. (Thu,) studied this question.