Abstract
Immersive experiences offered by virtual reality (VR) have the power to impact tourists' decision-making and on-site experiences. However, prior research has focused on explaining VR's acceptance by tourists as a function of technological capacity, rather than user characteristics, such as innovativeness. This research intends to fill the existing knowledge gap regarding the role of technological innovativeness on VR experiences. To do so, this study examines whether individuals' technological innovativeness influences their perceptions of a VR tourism experience and, in turn, their intention to recommend the experience. The study provides a VR experience to 405 tourists at a winery. The results reveal that the tourists' technological innovativeness influences their perception of enjoyment, experience quality, and satisfaction. These findings suggest that, when developing or distributing VR content, the technological innovativeness of the audience is important to consider. The findings have theoretical and practical value, with direct implications for tourism professionals and policymakers.