Journal
JOURNAL OF TRAVEL RESEARCH
Volume 61, Issue 7, Pages 1666-1681Publisher
SAGE PUBLICATIONS INC
DOI: 10.1177/00472875211037745
Keywords
virtual reality tourism; mental imagery; sense of presence; immersive tourism VR; destination previews
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Funding
- Deanship of Scientific Research at King Faisal University, Saudi Arabia [207004]
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This research demonstrates the positive impact of virtual reality on tourism consumers' attitudes toward a tourist destination, as well as the influence of different levels of sensory information in VR experiences.
The purpose of this research is twofold: firstly, we aim to understand the role of virtual reality (VR) in influencing tourism consumers' attitudes toward a tourist destination and, secondly, understand the influence of different levels of sensory information presented through VR experiences on the development of mental imagery, attitudes toward the destination, and visit intention. We tackle this through a multistudy experimental approach. First, in study 1, we demonstrate that VR plays a positive role in enhancing previously held consumer attitudes toward a tourist destination. Second, we affirm that VR has a greater positive effect on attitudes toward a destination in comparison to a less immersive technology (i.e., website). Third, in study 2, we find that different levels of sensory information in VR experiences result in significant differences with regard to the developed mental imagery, sense of presence in the experience, attitudes toward the destination and visit intentions.
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