Virtual Reality in Supporting the Creation of Sustainable Tourism: A Case Study of Gen Z Technology Acceptance

Tourism’s rapid growth has significant and negative effects on the environment, society, and economy. Sustainable tourism practices are essential in order to mitigate these effects. Virtual reality (VR) technologies offer the possibility of implementing sustainable tourism policies by providing immersive experiences that replace real ones. Moreover, VR can be a useful tool for the protection and promotion of cultural and natural heritage. The article discusses the potential directions for sustainable tourism using VR. This technology can reduce the burden on popular tourist sites without losing their value to visitors. Additionally, it can promote less popular destinations in the wider public awareness. A case study of the implementation of a virtual tour at the Pahlavon Mahmud Mausoleum in Khiva (Uzbekistan) is presented. The research method was designed to evaluate the acceptability of VR technology among a convenience sampling of n = 57 Gen Z consumers (university students 20–24 years of age), who completed interviews following their participation in a voluntary virtual walking tour. The research results suggest that VR can be an acceptable and useful tool for implementing sustainable tourism policies in the near future. Another conclusion is that virtual sightseeing should not fully replace onsite tourism.