This study investigates how Virtual Reality (VR) tourism can help combat environmental degradation in Pakistan, including its potential to promote socio-economic growth in the country. Given the ever-increasing concerns governing the ecological degradation posed by physical tourism in a global landscape, VR tourism offers a sustainable alternative with much lesser impact on the environment and natural resources than on-site tourism. This study thus offers a conceptually-driven yet theoretically-supported and literature-backed EcoTech framework that integrates the external & internal factors affecting the adoption and effectiveness of virtual tourism activities & initiatives. To this end, the influence of external factors such as environmental concerns, environmental responsibility, pro-environmental behavior, eco-guilt and ecological impact on travel was theoretically evaluated to understand the individuals’ attitudes toward embracing virtual tourism. Moreover, the influence of age, gender, income, educational background and household size of the individuals were also considered as key control factors that could potentially affect their visit intentions from socio-economic & demographic viewpoints. Accordingly, this study advocates ‘Willingness-to-Forgo-Pleasure-of-In-situ-Tourism’ as a key enabler for promoting eco-friendly tourism and environmental sustainability as a whole. By and large, the suggested EcoTech framework offers some policy insights and guiding mechanisms for tourism industry stakeholders such as tour operators, government tourism departments including the eco-conscious travellers & tourists looking for cost-effective, environment-friendly and resource-efficient alternatives to on-site tourism.

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