Research on the influence mechanism of virtual tourism experience on tourists ' willingness to travel on the spot

The global digitalization background has promoted the rapid development of virtual tourism, which can bring immersive new travel experiences to tourists and stimulate their interest in on-site tourism. However, current research has not fully considered the impact of external control factors on the willingness of virtual tourists to travel on site, and lacks a more reasonable research framework.This article focuses on tourists, deeply analyzing the specific factors that influence tourists' willingness to travel on-site through virtual tourism experiences, as well as the differences among different groups. By collaborating efforts from both the supply and demand sides, it proposes targeted strategies and suggestions to enhance the quality of virtual tourism experiences and facilitate their effective transition to on-site tourism. This has important theoretical and practical significance for the high-quality development of virtual tourism.