Exploring the impact of virtual reality on voluntourism engagement and well-being

Immersive technologies are increasingly used in promotional contexts. However, their potential to foster prosocial behaviors remains underexplored. This study examines how virtual reality (VR) shapes willingness to engage in voluntourism and how this willingness relates to psychological well-being. Across four studies using netnography, experiment, focus group, and structural modeling, we develop and test an integrative framework grounded in self-determination and self-congruence theories. Study 1 identifies perceived (in)authenticity and curiosity as key motivational pathways. Study 2 demonstrates that VR increases willingness to engage indirectly through these mechanisms and that the authenticity pathway weakens among individuals higher in cultural adventurousness and aspiring indulger orientation. Studies 3 and 4 reveal that self-congruence positively predicts willingness to engage, whereas moral obligation is negatively associated with it. Finally, willingness to engage positively relates to psychological well-being. These findings extend research on immersive technology and voluntourism by showing how VR-based appeals can strengthen prosocial engagement.