AUTHOR=Saneinia Saba , Zhou Rongting , Gholizadeh Ali , Asmi Fahad 

TITLE=Immersive Media-Based Tourism Emerging Challenge of VR Addiction Among Generation Z

JOURNAL=Frontiers in Public Health

VOLUME=Volume 10 - 2022

YEAR=2022

URL=https://www.frontiersin.org/journals/public-health/articles/10.3389/fpubh.2022.833658

DOI=10.3389/fpubh.2022.833658

ISSN=2296-2565

ABSTRACT=The VR applications in entertainment and tourism industry have become growingly intense among generation Z. Interestingly, some pilot research on tourism studied concluded the positive impact of its flow experience on adoption of VR tourism, which is also driving the risk of Immersive addictive. In the context of tourism and ICT based innovation, there is a lack of Immersive addictive behavior related literature. In addition, during the currently ongoing pandemic crisis, VR technology has gained particular importance in the tourism industry among generation Z. The present venture underlines the mechanism of Immersive addictive behavior, investigates the VR addiction while underlining the cognitive abilities of individuals. This study applies empirical framework of cognitive-behavioral model. Results demonstrate that in the case of VR tourism, the Immersive experience (presence and flow) determinate the addictive behavior. Further, VR Imagery (VI), Psychological Curiosity (PC), and VR Convenience (VRC) have significant influence on the VR presence and immersive flow. Moreover, the practical and theoretical implications have been discussed in the current research to prevent Immersive Addictive Behavior (IAB).