Integrating TAM–ISSM–SOR framework to explore how virtual tourism experience influences tourists’ travel intention

The rapid development of immersive technologies has transformed the tourism experience, enabling tourists to explore destinations virtually before physical visits. This study investigates how virtual tourism experiences influence tourists' intentions to visit real-world destinations, using the online museum of Porcelain Temple as a case study. Integrating the Stimulus-Organism-Response (SOR) framework with the Information System Success Model (ISSM) and the Technology Acceptance Model (TAM), the research examines the effects of system quality (SYQ), information quality (IQ), and service quality (SEQ) on perceived usefulness (PU), perceived ease of use (PEU), and perceived enjoyment (PE), which in turn affect tourists' travel intentions (TI). Data collected from 602 online museum users were analyzed using structural equation modeling. Results indicate that IQ and SEQ significantly influence PU, PEU, and PE, while SYQ significantly impacts PEU and PE but not PU. PU, PEU, and PE all positively affect TI, highlighting the importance of both cognitive and affective responses in translating virtual experiences into real-world travel behavior. These findings provide theoretical insights into virtual-to-physical tourism conversion and practical guidance for optimizing online museum platforms to stimulate on-site visitation.