Exploring the potential of virtual tourism as tourism substitute for people under travel constraints

为克服COVID-19疫情对旅游业的巨大影响，我们正在研究虚拟旅游体验等新技术。本研究以博物馆参观为背景，分析虚拟旅游与现场旅游之间的相互关系，为后疫情时代的虚拟旅游发展提供启示。该研究采用双变量二分logit模型考察了人们在虚拟旅游和现场旅游之间的同时选择。结果表明，跨类别的因素显着影响虚拟和现场旅游意向。此外，我们证实了虚拟和现场旅游意向之间的正相关关系。结果表明，虚拟旅游和现场旅游之间的相互关系是互补的，而不是替代。在如何将虚拟旅游业发展为一种营销工具或替代产品方面，对旅游目的地产生了影响。

To overcome the tremendous impact of the COVID-19 pandemic on the tourism industry, new technologies, such as virtual tourism experiences, are being investigated. This study analyzed the interrelationship between virtual and onsite tourism in the context of museum visits to provide implications for virtual tourism development in the post-pandemic era. The study examined people’s simultaneous choices between virtual and onsite tourism using a bivariate dichotomous logit model. Results suggest that cross-category factors significantly influence both virtual and onsite tourism intention. Furthermore, we confirmed a positive correlation between virtual and onsite tourism intention. The results suggest that the interrelation between virtual and onsite tourism is complementary rather than a substitute. Implications were derived for tourism destinations regarding how to develop virtual tourism as either a marketing tool or an alternative product.