Travel without movement: understanding the impact of immersive technologies on virtual tourism experiences

Purpose This study aims to examine how immersive digital technologies shape virtual tourism by investigating the mediating role of user engagement in the relationships among digital technology adoption, accessibility, content quality, interactivity and the effectiveness of virtual tourism experiences. Design/methodology/approach A quantitative research design was adopted using a structured online survey of 235 respondents with prior virtual tourism experience, selected through purposive and snowball sampling. Data were analyzed using SPSS and AMOS using confirmatory factor analysis and structural equation modeling. Findings User engagement significantly mediates the relationships between technological attributes and virtual tourism effectiveness. Content quality and digital technology adoption demonstrate strong direct and indirect effects, accessibility and interactivity operate only through engagement, suggesting that experiential immersion depends more on cognitive and emotional engagement than on functional interaction alone. Practical implications The findings provide guidance for platform developers, destination marketers and policymakers on designing immersive, accessible and user-centered virtual tourism environments that enhance engagement and broaden access to tourism experiences. Social implications Virtual tourism can promote more inclusive tourism participation by providing access to destinations for individuals facing physical, financial, or geographical barriers to travel. By complementing physical tourism, immersive digital experiences can broaden cultural exposure and support more equitable access to tourism experiences. Originality/value This study extends virtual tourism literature by integrating technological, psychological and experiential dimensions within a unified framework that explains how user engagement translates technological attributes into effective virtual tourism experiences.