Although virtual reality (VR) is an emerging technology in tourism, little research has been
conducted on what factors make consumers visit destinations presented by VR. To address …

Purpose This paper aims to investigate the effects of virtual reality experiences (VREs) and
emotions on holiday destination visit intentions by applying the stimulus-organism-response …

Purpose Tourism via virtual reality (VR) technology has become an interesting option for
consumers to “travel.” The best approaches to optimizing the VR tourism environment …

The rapid development of virtual reality (VR) technology offers opportunities for a
widespread consumption of VR tourism content. It also presents challenges to better …

Although virtual reality (VR) has been found to be more effective in tourism marketing
compared to traditional methods, few scholars have explored whether VR has any negative …

In this study, we introduced Stimulus-Organism-Response (S–OR) theory, social
perceptions, and para-social interaction concepts to construct a path model from the …

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 …

Virtual reality technology has been widely applied in the tourism industry, but the literature
examining the relationship between the virtual tourism experience and cultural …

Although virtual tourism (VT) has been touted as an effective alternative or transitional
solution to tourism, few researches have been conducted on how to maintain and enhance …

Destination marketing organizations (DMOs) have widely adopted virtual reality (VR)
commercials to highlight attractions for potential tourists and encourage visitation. This study …