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Feeling the Service Product Closer: Triggering Visit Intention via Virtual Reality

Author

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  • Ali Yuce

    (Faculty of Tourism, Eastern Mediterranean University, Famagusta 99628, North Cyprus, Mersin 10, Turkey)

  • Huseyin Arasli

    (The Norwegian School of Hotel Management, University of Stavanger, 4036 Stavanger, Norway)

  • Ali Ozturen

    (Faculty of Tourism, Eastern Mediterranean University, Famagusta 99628, North Cyprus, Mersin 10, Turkey)

  • Mustafa Daskin

    (Tourism Department, Amasya University, Amasya 05100, Turkey)

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.

Suggested Citation

  • Ali Yuce & Huseyin Arasli & Ali Ozturen & Mustafa Daskin, 2020. "Feeling the Service Product Closer: Triggering Visit Intention via Virtual Reality," Sustainability, MDPI, vol. 12(16), pages 1-17, August.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:16:p:6632-:d:399868
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    References listed on IDEAS

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    Cited by:

    1. Chunyu Jiang & Seuk Wai Phoong, 2023. "A ten-year review analysis of the impact of digitization on tourism development (2012–2022)," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-16, December.
    2. Mohammed Abdo Albaom & Fatimah Sidi & Marzanah A. Jabar & Rusli Abdullah & Iskandar Ishak & Nur Anita Yunikawati & Magistyo Purboyo Priambodo & Mohammed Saleh Nusari & Dhakir Abbas Ali, 2022. "The Moderating Role of Personal Innovativeness in Tourists’ Intention to Use Web 3.0 Based on Updated Information Systems Success Model," Sustainability, MDPI, vol. 14(21), pages 1-35, October.

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