In the landscape of Covid-19 pandemic, people's well-being, to some extent, can be affected through virtual reality tourism because it has the opportunity to enhance their level of well-being and destination recovery. To verify this empirically an investigation was conducted among people who used Quanjingke, the largest tourism-related virtual reality website in China, during the pandemic. The specific the aim of this paper is to prove the effectiveness of virtual reality tourism in promoting people's subjective well-being. Hence, an integrated model with the constructs of peripheral attribute, core attribute and pivotal attribute, presence, perceived value, satisfaction, and subjective well-being was proposed and tested. The results indicate that attributes of virtual reality tourism have a positive effect on presence during virtual reality experiences, which positively influences perceived value. The values of virtual reality tourism perceived by tourists result in their satisfaction. Eventually, it was found that tourists' subjective well-being is improved due to their satisfaction with virtual reality tourism. Practical suggestions are also provided based on the findings.
Keywords: Quanjingke; core attribute; perceived value; peripheral attribute; pivotal attribute; presence; satisfaction; subjective well-being; virtual reality tourism.