Given the increasing demand for travel among tourists worldwide, new media, including destination websites with desirable quality, multimedia capabilities, and the ability to share travel experiences online, have created a highly suitable opportunity for introducing a new approach to presenting tourist attractions and attracting tourists. This research is applied in terms of its objective, and the method used to examine the relationship between variables is non-experimental and correlational. The study was conducted cross-sectionally during a specific period in 2019. Data were collected using both library and field methods, with the most important tool being a "researcher-made questionnaire." The validity of the questionnaires was assessed through face and content validity, while reliability was examined using the internal consistency index (Cronbach's alpha).The statistical population of this study includes all visitors to the comprehensive virtual tourism website of Shiraz city and Fars province. Based on Cochran's formula, the sample size was determined to be 322 individuals. Data analysis was performed using Smart PLS and SPSS software, along with descriptive statistics and inferential statistics through structural equation modeling. The findings of the study indicated that the perceived quality of the destination website has a significant effect on users' willingness to engage in online participation. Additionally, the perceived quality of the destination website significantly influences users' attitudes. Finally, users' attitudes toward the destination website significantly affect their willingness to engage in online participation.