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This study aims to provide an overview of the regenerative concept and how this can be implemented in adventure travel. It looks into the history of sustainable adventure tourism and showcases best practice examples. This study is encouraging operators within the adventure tourism industry to adopt a regenerative approach.

A comprehensive literature review on the paradigm of regenerative tourism has been conducted and applied to the adventure tourism industry. Three case studies of selected adventure tourism operators have been selected to enforce this concept.

With nature being an essential element of adventure travel, the industry has a long history in terms of sustainability. While tour operators, destination management organisations and other stakeholders are working towards sustainable products, consumers are still convenient and not willing to restrict themselves. The attitude behaviour gap is also noticeable in this segment and a rethinking is necessary. Through the pandemic and the climate crisis, among other aspects, a shift within the tourism industry is inevitable. Adventure tourism can be a role model in this process and good examples from the industry give hope for change. A concept that focuses on the solutions to address the polycrises is regenerative development, which is based on an ecological worldview and a living systems thinking and aims to restore locally visited communities and environments. Numerous operators have already taken measures to help local communities, such as starting projects for nature conservation or encouraging social justice.

This is a conceptual review without an empirical foundation. The best-case examples are based on an Anglo-Western perspective.

To the best of the authors’ knowledge, this study is the first to provide an overview of the current state of research into sustainable adventure tourism and categorise it within the concept of regenerative tourism.

The emergence of virtual reality (VR) has the potential to revolutionize various industries, including tourism, as it delivers a simulated environment that closely emulates real-life experiences. Therefore, this study aims to explore how the factors, i.e. enjoyment, emotional involvement, flow state, perceived privacy risk, physical risk and cost, influence the customers’ intention to use VR for tourism.

This study integrates the technology acceptance model, hedonic consumption theory with other factors, including cognitive response, authenticity, perceived privacy risk, perceived physical risk, perceived cost and perceived presence. Partial least squares structural equation modelling approach was used to test the proposed research model.

The finding based on the sample of 252 respondents revealed that authenticity is the most influential factor impacting behavior intention followed by perceived cost, attitude, cognitive response and enjoyment. Also, the study supported the moderating impact of personal innovativeness between attitude and behavioral intention to use VR for tourism.

The findings of the study offers practical implications for service providers, site managers, destination marketers, tourist organizations and policymaker to develop more effective strategies for offering VR services for tourism.

This study enriches the current understanding of VR adoption in context of tourism with empirical evidences.