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Behavioural intentions through virtual reality from a destination image perspective

Behavioural intentions through virtual reality from a destination image perspective This study aims to investigate potential tourists’ behaviour regarding visiting and recommending a destination based on an image derived from a virtual reality (VR) model, including motivations for travel and place attachment.Design/methodology/approachThe study had two phases and used both qualitative and quantitative methodological approaches. The qualitative approach consisted of a focus group conducted to obtain the most important attributes of the destination image. The quantitative approach, which consisted of a self-administered questionnaire, was distributed to all the participants following a VR experience to provide data to empirically test the hypotheses proposed in the conceptual model.FindingsMotivations for travel positively influence the image of a destination in both its cognitive and affective dimensions. Also, the cognitive dimension of destination image influences affective dimension of destination image and both dimensions affect overall destination image. Moreover, destination image, cognitive dimension and affective dimensions influence place dependence and identity. In turn, place dependence and place identity positively influence intention to visit the destination, but not intention to recommend it. Finally, intention to recommend the destination is positively influenced by the intention to visit the destination.Research limitations/implicationsDue to the complexity of the overall experience, the sample was selected purposefully, and all participants belong to Generation Z. Extending this study to other generations would also be valuable.Originality/valueAlthough the utility of VR for tourism marketing purposes has been one of the most researched areas during recent years, factors that could encourage tourists to visit destinations previously displayed in VR are not yet identified. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Place Management and Development Emerald Publishing

Behavioural intentions through virtual reality from a destination image perspective

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References (78)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1753-8335
eISSN
1753-8335
DOI
10.1108/jpmd-02-2022-0016
Publisher site
See Article on Publisher Site

Abstract

This study aims to investigate potential tourists’ behaviour regarding visiting and recommending a destination based on an image derived from a virtual reality (VR) model, including motivations for travel and place attachment.Design/methodology/approachThe study had two phases and used both qualitative and quantitative methodological approaches. The qualitative approach consisted of a focus group conducted to obtain the most important attributes of the destination image. The quantitative approach, which consisted of a self-administered questionnaire, was distributed to all the participants following a VR experience to provide data to empirically test the hypotheses proposed in the conceptual model.FindingsMotivations for travel positively influence the image of a destination in both its cognitive and affective dimensions. Also, the cognitive dimension of destination image influences affective dimension of destination image and both dimensions affect overall destination image. Moreover, destination image, cognitive dimension and affective dimensions influence place dependence and identity. In turn, place dependence and place identity positively influence intention to visit the destination, but not intention to recommend it. Finally, intention to recommend the destination is positively influenced by the intention to visit the destination.Research limitations/implicationsDue to the complexity of the overall experience, the sample was selected purposefully, and all participants belong to Generation Z. Extending this study to other generations would also be valuable.Originality/valueAlthough the utility of VR for tourism marketing purposes has been one of the most researched areas during recent years, factors that could encourage tourists to visit destinations previously displayed in VR are not yet identified.

Journal

Journal of Place Management and DevelopmentEmerald Publishing

Published: Jul 18, 2023

Keywords: Virtual reality; Destination image; Travel motivation; Place attachment; Behavioural intentions

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