Innovativeness or Involvement: How Virtual Reality Influences Nostalgic Emotion and Imagery in Travel Intention

This study investigates the impact of immersive Virtual Reality (VR) on consumer travel intentions. While VR's potential in treating post-travel depression is acknowledged, its influence on destination marketing remains understudied. Using mental imagery as a theoretical framework, the experiment involved 547 Taiwanese and international students who utilized domestic flights to satisfy their travel cravings. Comparing three nostalgic emotions previews (videos, 360 virtual tours, and VR), to examine varying degrees of immersion. The findings reveal that exposure to VR significantly enhances imagery and strengthens travel intentions among participants. Interestingly, VR's influence on consumer nostalgic emotions and travel intention through imagery is unaffected by innovativeness, but, rather, is affected by the level of involvement experienced. The study carries implications for destination marketers, providing insights into the potential of immersive VR technology. By understanding its impact on travel intentions and leveraging nostalgic emotions, marketers can tailor strategies to specific consumer segments.

Automated summary

This study examines how immersive Virtual Reality (VR) impacts consumer travel intentions. While the potential of VR in treating post-travel depression is acknowledged, its influence on destination marketing is understudied. Using mental imagery as a theoretical framework, 547 Taiwanese and international students participated in an experiment to explore the effects of VR on travel intentions. The findings show that exposure to VR significantly enhances imagery and strengthens travel intentions. The study has important implications for destination marketers, offering insights into the potential of immersive VR technology.