Aniesa Samira Bafadhal, Mohd Hafiz Hanafiah, Faiz Izwan Anuar
This study is the first to systematically review 164 Scopus-indexed articles (2011–2024) to identify human behavioural dimensions, current trends, and interrelationships in virtual tourism. Using ATLAS.ti, the analysis focuses on four dimensions: behavioural topics, underpinning theories, content, and context. Eighteen behavioural topics are identified, with a dominance of behavioural intention, while human-centred behaviours remain underexplored. Technological adoption theories dominate, with limited integration of environmental, sociological, and psychological perspectives. Content settings are concentrated on virtual reality in tourism, heritage, and nature, with less emphasis on hospitality, entertainment, and edutainment. Most studies adopt an individual-level approach, focusing on tourists and students, while marginalised groups and organisational contexts are often neglected. The study proposes the Virtual Tourism Behavioural Framework to advance inclusive, interdisciplinary research grounded in digital humanities. It marks a shift as virtual tourism moves beyond promotion toward broader roles in revenue generation, well-being, sustainability, and human empowerment. © 2025 Informa UK Limited, trading as Taylor & Francis Group.
Faculty of Administrative Science, Universitas Brawijaya, Malang, Indonesia; Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Shah Alam, Malaysia
