How do different virtual reality tourism scenarios influence seniors’ subjective well-being and intention to recommend? Virtual nature vs. virtual urban

Virtual reality (VR) tourism is gaining recognition among seniors as an alternative form of travel. Drawing on environmental psychology and experience economy theories, this study investigates how experiences in distinct virtual scenes (nature-based vs. urban-based) affect seniors’ subjective well-being and intention to recommend VR tourism. Empirical results from an Asian sample reveal that nature-based virtual scenes enhance immersion experiences, whereas urban-based virtual scenes foster greater absorption experiences. These memorable experiences significantly contribute to subjective well-being and intention to recommend VR tourism. Moreover, positive attitudes toward aging moderate the differences in immersion experiences between the two types of virtual scenes. This study advances theoretical understanding of how distinct virtual scenes shape seniors’ subjective well-being and recommendation intentions. Practically, the findings provide insights for designing personalized VR tourism scenarios for seniors in the Asia Pacific region, especially for those with negative attitudes toward aging.