Light at the end of the tunnel: Visitors' virtual reality (versus in-person) attraction site tour-related behavioral intentions during and post-COVID-19

Consumer behavior is changing as a result of the COVID-19 pandemic, thus compelling attraction sites to find new ways of offering safe tours to visitors. Based on protection motivation theory, we develop and test a model that examines key drivers of visitors' COVID-19-induced social distancing behavior and its effect on their intent to use virtual reality-based (vs. in-person) attraction site tours during and post-COVID-19. Our analyses demonstrate that visitor-perceived threat severity, response efficacy, and self-efficacy raise social distancing behavior. In turn, social distancing increases (decreases) visitors' intent to use virtual reality (in-person) tours during the pandemic. We find social distancing to boost visitors' demand for advanced virtual tours and to raise their advocacy intentions. Our results also reveal that social distancing has no effect on potential visitors' intent to use virtual reality vs. in-person tours post-the pandemic. We conclude by discussing vital implications that stem from our analyses.

Automated summary

The COVID-19 pandemic has led to changes in consumer behavior, prompting attraction sites to find new ways to offer safe tours. Protection motivation theory was used to develop and test a model on visitors' COVID-19-induced social distancing behavior and its impact on their intent to use virtual reality-based tours. Perceived threat severity, response efficacy, and self-efficacy were found to influence social distancing, which in turn affected visitors' preference for virtual or in-person tours during the pandemic. Social distancing increased demand for advanced virtual tours and advocacy intentions, but had no effect on post-pandemic tour preferences.