From Screen to Scene: How Virtual Experiences Translate into Actual Destination Visits

While virtual tourism (VT) has emerged as a disruptive force in destination marketing, the mechanism by which virtual immersion translates into physical visitation remains debated. Addressing the “virtual-to-real” conversion gap, this study proposes an integrated theoretical framework combining the Stimulus–Organism–Response (SOR) model with the Technology Acceptance Model (TAM). Unlike traditional studies, we position Perceived Usefulness (PU) and Perceived Ease of Use (PEOU) as boundary conditions rather than direct antecedents. Empirical data were collected from 476 tourists with virtual experiences of Zhangjiajie National Forest Park and analyzed using Structural Equation Modeling (SEM). The results indicate that virtual experiences not only directly trigger visit intention but also indirectly foster it by enhancing destination attitude. Crucially, a novel “asymmetric moderation” effect was revealed: while technical attributes (PU and PEOU) do not influence the affective formation of attitude, they significantly moderate the translation of attitude and experience into behavioral intention. These findings suggest that while immersion drives “liking,” technical utility drives “going.” This study offers strategic insights for Destination Marketing Organizations (DMOs) to optimize VT platforms by balancing hedonic experience with functional utility to maximize actual visitor conversion.