Virtual Reality and Artificial Intelligence in Gen Z’s Real-Life Travel Experiences

Abstract

Introduction: In the era of digital transformation, immersive technologies such as Virtual Reality (VR) and Artificial Intelligence (AI) are reshaping how Generation Z (Gen Z) experiences travel. Understanding how these technologies affect experiential outcomes is crucial for designing meaningful and personalized travel encounters.

Objectives: This study investigates the impact of AI and VR on Gen Z travelers’ enhanced experiences (EXP), with a specific focus on the mediating role of satisfaction (SAT). It also examines whether age and gender moderate the relationships between smart technologies and experiential outcomes.

Methods: Grounded in the Stimulus–Organism–Response (S-O-R) framework, the research employs Partial Least Squares Structural Equation Modeling (PLS-SEM) on survey data from 500 Gen Z participants. The model tests direct, mediating, and moderating effects across key constructs

Results: Findings indicate that both AI and VR significantly influence satisfaction, which in turn strongly predicts enhanced travel experiences. Satisfaction fully mediates the relationship between AI and EXP and partially mediates the VR–EXP link. Age significantly moderates the AI–EXP relationship, highlighting the role of digital maturity, whereas gender does not show any moderating effect.

Conclusions: The study underscores the central role of customer satisfaction in amplifying the experiential value of smart technologies in tourism. For marketers, the results emphasize the importance of designing AI and VR solutions that align with generational expectations and digital fluency, particularly through personalized, age-sensitive features.