Feeling the service product closer: Triggering visit intention via virtual reality

Abstract

This study examines the essential characteristics of Virtual Reality (VR) that influence individual visit intention towards a touristic product. Despite the extensive research about VR, however, only little has examined the impact of factors that alter customers' attitudes and trigger purchasing intention. This study applied Information Systems Success Model and conducted a survey using the convenience sampling method with international tourists who visited North Cyprus. The data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) technique, and findings demonstrated that VR has great potential to influence visitors' final destination by promoting tourism products and services. This paper revealed that VR-as a marketing medium-creates positive impacts and stimulates individuals' intentions to visit a destination. The study provides implications for tourism sector actors such as tourism planners, policymakers, travel agencies, and hotel managers as well as prosocial guest experience to improve their marketing strategies.