Virtual tourism attractiveness: Dimension identification, scale development and validation

Virtual tourism, as an emerging form of tourism empowered by immersive digital technologies, is fundamentally reshaping the logic of tourism supply and demand. Within this context, "virtual tourism attractiveness"has become a critical construct for understanding users' participation and behavioral intentions. However, extant studies have primarily focused on technology adoption and usage intentions, while neglecting the systematic conceptualization and measurement of virtual tourism attractiveness. This omission has constrained both theoretical advancement and managerial application. To address this research gap, this study employs a mixed-methods design, integrating Semi-Structured Interviews, user-generated qualitative texts, large-scale surveys, and empirical analysis. Guided by grounded theory and scale development procedures, we identify the multidimensional structure of virtual tourism attractiveness and develop a validated measurement instrument. Results reveal four interrelated dimensions-technical, content, emotional, and social attractiveness-captured through a 21-item scale that demonstrates strong reliability, convergent validity, and discriminant validity. This study advances theory by clarifying the conceptual boundaries of virtual tourism attractiveness, extending affordance theory to digital tourism contexts, and providing a rigorous measurement framework for subsequent empirical inquiries. Practically, the findings offer actionable insights for virtual tourism platforms and destination managers in designing engaging experiences and enhancing user conversion strategies.