Virtual Reality for Sustainable Halal Tourism: A Comparative Study of Millennials and Generation Z through a TAM-SOR Frameworkubmit This Sample Abstract Fitriah Dwi Susilowati, S.Sos., M.SM (a*) Dr. Ahmad Ajib Ridlwan, S.Pd., M.SEI (b) Fira Nurafini, S.EI., M.SEI (c) Yan Putra Timur, S.M., M.SEI (d) Fresha Kharisma, S.E., M.SM (e) Dr. Dien Mardhiyah, S.E., M.Si (f) Dr. Anita Binti Ismail (g) Ali Imaduddin Futuwwah, S.Sos., M.SM (h) Amelia, S.E.M.B.A, PhD (i)
(a, b, c,d,e) Economics and Business Faculty, Universitas Negeri Surabaya, Surabaya, Indonesia.
*fitriahsusilowati[at]unesa.ac.id
(f) Economics and Business Faculty, Universitas Airlangga, Surabaya, Indonesia.
(g) Faculty of Economics and Muamalat, Universiti Sains Islam Malayisa, Nilai, Malaysia.
(h) Economics and Business Faculty, Universitas Muhammadiyah Surabaya, Surabaya, Indonesia.
(i) Economic Faculty, Universitas Muhammadiyah Aceh, Banda Aceh, Indonesia.
Abstract
The halal tourism industry has undergone significant transformation in recent decades, driven largely by technological innovation. As a sector grounded in Sharia principles, halal tourism continues to demonstrate remarkable growth globally, with Indonesia recognized as the world^s leading halal tourism destination in 2019. Although temporarily disrupted by the COVID-19 pandemic, the industry rebounded in 2022 with 110 million international Muslim tourist arrivals, and spending is projected to rise from USD 133 billion in 2022 to USD 174 billion by 2027. One of the most promising innovations supporting this growth is Virtual Reality (VR), which provides immersive and interactive experiences that influence both cognitive and emotional responses of tourists.
This study aims to explore the impact of VR on halal tourism visit intention by comparing Millennials and Generation Z, two cohorts predicted to dominate travel decision-making by 2030. While Millennials are often considered digital immigrants and Generation Z as digital natives, their distinct technological engagement patterns remain underexplored in halal tourism contexts. Employing the Technology Acceptance Model (TAM) integrated with the Stimulus-Organism-Response (S-O-R) framework, this research examines cognitive and affective responses such as perceived ease of use, perceived usefulness, enjoyment, and flow experience, and their influence on intention to visit halal destinations.
The findings are expected to contribute to the academic discourse on halal tourism by filling the current literature gap and offering practical insights for stakeholders in designing VR-based marketing strategies that align with the preferences and expectations of Millennials and Generation Z. This study highlights the role of technology-driven innovation in strengthening the halal ecosystem and promoting sustainable growth of the tourism industry in line with the Sustainable Development Goals (SDGs).
