Can non-immersive virtual reality mitigate the effects of perceived crowding in tourism?

Destination management organisations (DMOs) face challenges posed by overtourism, yet the role of virtual reality (VR) in mitigating crowding effects in tourism remains largely unexplored. The current study positions non-immersive VR as a potential management intervention to mitigate the effects of crowding. Drawing on stimulus overload theory (SOT) and the motivation–opportunity–ability (MOA) framework, the study examined whether non-immersive VR usage can mitigate the negative effects of perceived crowding and identified conditions that facilitate VR adoption intention. Two studies were conducted in the context of the Terracotta Warriors. Study 1 found that high crowding significantly reduced satisfaction and revisit intention compared to low crowding. Non-immersive VR usage effectively mitigated these effects under high-crowding conditions but had no effect under low-crowding conditions. Study 2 found that escapism is a positive predictor of VR adoption intention, with facilitating conditions acting as a significant positive moderator, whereas self-efficacy had no significant moderating effect. These findings not only expand the application of SOT and the MOA framework in the fields of overtourism and VR technology adoption but also provide DMOs with practical strategies for implementing VR to enhance visitor experiences and mitigate the effects of overtourism.