The impact of innovation and gratification on authentic experience, subjective well-being, and behavioral intention in tourism virtual reality: The moderating role of technology readiness

•The importance of virtual reality (VR) is growing rapidly in tourism-related areas.•This study develops a model incorporating innovation and gratification theories.•Innovation and gratification theories explain why consumers participate in VR.•Authentic experience and well-being mediate consumer behavior on VR tourism.•Technology readiness moderates the relationship between well-being and intention.