Journal
JOURNAL OF TRAVEL & TOURISM MARKETING
Volume 36, Issue 7, Pages 847-863Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/10548408.2019.1618781
Keywords
Virtual reality; destination marketing; tourist pre-experiences; technological embodiment; immersion; sensory stimulation; engagement; behavioral intentions; active tourism; SOR model
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Funding
- Spanish Ministry of Economy and Competitiveness [ECO2016-76768-R]
- European Social Fund
- Government of Aragon [S20_17R, 2016-2020 BOA IIU/1/2017]
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Virtual reality devices create a high integration of technologies with human senses. However, few studies analyze how embodied technologies affect customer pre-experiences with a destination. Results from a lab experiment show that compared to desktop PC and mobile phones, VR head-mounted displays generate more immersive experiences, higher sensory stimulation, more engagement, and higher behavioral intentions toward the destination. Immersion and sensory stimulation mediate the effects of technological embodiment on engagement and behavioral intentions. Furthermore, active (versus passive) tourism content strengthens these effects. Our results stress the role of technological embodiment to generate effective pre-experiences with potential tourists' destinations.
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