Exploring the impact of virtual reality quality on travel intention from the perspective of destination marketing

Abstract

Virtual Reality (VR) has been receiving growing attention. It has been utilized in tourism to increase consumer engagement and marketing. Based on the IS success model, this research examined how different aspects of VR quality affected consumers' intention to future travel. This study designed a VR framework, focused on quality and patterned the proposed hypotheses about customers' future travel intentions. A conceptual framework utilized PLS-SEM-3 Software for Structural Equation Modeling, to evaluate the proposed model. The 72 findings suggested that VR quality constructs, including content quality, vividness, and system quality, significantly and positively influenced the flow experience and satisfaction. Moreover, flow experience and satisfaction significantly and positively did impact future travel intention. The results provided helpful information and knowledge for academia, tourism industry professionals, VR developers, and tourism destination policymakers toward better designing VR platforms for destination marketing.