How virtual reality can affect gen Z tourists’ intention to visit halal tourism: a TAM-SOR approach

Purpose This study aims to investigate the integration of virtual reality (VR) into halal tourism marketing using an integrated theoretical framework combines the technology acceptance model (TAM) and stimulus-organism-response (S-O-R) model. While the halal tourism industry continues to grow, research exploring how immersive technologies influence Muslim tourists’ decision-making remains limited. Design/methodology/approach The VR tour was crafted using engaging visuals from various renowned halal tourist locations in Indonesia. Gen Z participants used VR headgear and audio devices to navigate the virtual environment during the experience. Upon concluding the virtual tour, participants were directed to fill out a pre-established questionnaire. This study used the S-O-R theoretical framework to analyze 150 valid responses using partial least squares structural equation modelling (PLS-SEM). Findings The results show that VR on halal tourism websites significantly enhances users’ flow experience and enjoyment but does not affect perceived ease of use or usefulness. All organism variables significantly influence product attitude, which, in turn, strongly predicts visit intention, emphasizing the importance of positive user perceptions in attracting tourists to halal destinations. Research limitations/implications This study has several limitations. First, it focuses exclusively on Gen Z tourists. Additionally, the respondents were limited to Muslim tourists residing in Indonesia. Practical implications This study recommends developing VR content that showcases halal features, such as halal-certified restaurants and prayer spaces and adopting a hybrid strategy that combines informative content with interactive VR experiences to meet both cognitive and emotional needs. Marketing efforts tailored to the digital preferences of Gen Z are also strongly recommended, particularly those focused on mobile platforms and social media. Originality/value This study contributes to the theoretical development of halal tourism marketing by integrating TAM and S-O-R frameworks to explain both cognitive and affective mechanisms influencing visit intention. By extending TAM with organism-level constructs (flow experience and enjoyment), this research refines the understanding of how immersive technologies influence Muslim tourists’ attitudes and behaviors. Unlike previous descriptive or conceptual works, this study empirically compares the effects of VR and non-VR formats, offering a new perspective on how immersive stimuli shape responses in halal tourism contexts.