Published Online:December 2025
Product Name:The IUP Journal of Entrepreneurship Development
Product Type:Article
Product Code:IJED041225
DOI:10.71329/IUPJED/2025.22.4.63-83
Author Name:Limisha Mathews and Aloysius O C
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:63-82
Virtual reality (VR) has emerged as a high value transformative technology for the tourism sector by providing immersive digital previews of destinations, improving travel planning, and enhancing engagement. This study looks into VR adoption for tourism purposes and its influence on travel decision-making among youth in Kerala. A descriptive quantitative research design was used, and data was collected from 200 college students using a structured questionnaire. The findings reveal that VR significantly enhances destination understanding and stimulates travel intentions by creating realistic expectations and emotional involvement. Students who chose to experience VR technology and related gadgets later showed a stronger preference to physically visit destinations showcased virtually. However, high cost of devices, low availability of VR infrastructure, and occurrences of motion sickness remain notable barriers to wider adoption. The study highlights the potential of VR as a strategic tool for the tourism organizations in Kerala to market the destinations and attract young travelers, thereby promoting sustainable tourism growth by enhancing the pre-visit engagement.
Tourism plays a vital role in Kerala’s economy, contributing significantly to employment, revenue generation, and regional prosperity. In 2023, domestic tourist arrivals in Kerala crossed 2.1 crores, indicating strong post-pandemic recovery and reaffirming tourism as a key economic pillar for the state (Kerala Tourism Department, 2024). The sector contributes around 10% to Kerala’s Gross State Domestic Product (GSDP),