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How VR Technological Features Prompt Tourists’ Visiting Intention: An Integrated Approach

Author

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  • Thi Bich Thuy Nguyen

    (Faculty of Business Administration, University of Economics, The University of Danang, Danang City 550000, Vietnam)

  • Thi Bich Ngoc Le

    (Faculty of Business Administration, University of Economics, The University of Danang, Danang City 550000, Vietnam)

  • Ngoc Tuan Chau

    (Faculty of Statistics and Informatics, University of Economics, The University of Danang, Danang City 550000, Vietnam)

Abstract

To achieve sustainable tourism, the tourism development authorities have used advanced technologies to promote destinations, attract visitors, and protect the environment. Accordingly, while the available research on tourism technologies indicates that virtual reality (VR) matters in the visit intention of potential tourists, the mechanism of their inner senses when experiencing VR technologies is overlooked. To fill in this void, this study develops a comprehensive conceptual model for investigating the influence of VR technological features on tourists’ minds, and consequently, their destination visit intention. This study integrates the technology acceptance model, stimuli-organism-response model, and flow theory into a unified conceptual model for a comprehensive understanding of tourists’ behavior. By focusing on tourists’ decision-making and behavior processes, this study sheds new light on how VR stimuli (i.e., vividness and interactivity) could translate into tourists’ attitudes and visiting intentions. This conceptual model is then tested and validated using structural equation modeling on survey data collected from 311 VR users after experiencing virtual tours designed for destinations in Vietnam. The findings indicate that virtual tours affect tourists’ psychological well-being, which translates into visiting intention. Based on the results, this study emphasizes the role of VR as a powerful marketing tool to promote a destination. Furthermore, approaches to enhance the effectiveness of VR tours, particularly, for tourism developers, are proposed. This study thus contributes to the literature in the area of VR tourism, contributing both theoretical and practical knowledge.

Suggested Citation

  • Thi Bich Thuy Nguyen & Thi Bich Ngoc Le & Ngoc Tuan Chau, 2023. "How VR Technological Features Prompt Tourists’ Visiting Intention: An Integrated Approach," Sustainability, MDPI, vol. 15(6), pages 1-20, March.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:6:p:4765-:d:1090596
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    References listed on IDEAS

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    1. Remus-Ion Hornoiu & Delia Popescu & Ionut-Andrei Militaru & Angelina De Pascale & Luciana-Floriana Poenaru & Marius Lucian Breaban, 2024. "Beyond The Screen: How Virtual Reality Shapes Sustainable Behaviours In Ecotourism Through Uses And Gratifications Theory," Cactus - The tourism journal for research, education, culture and soul, Bucharest University of Economic Studies, vol. 6(1), pages 16-27.
    2. Alaa Aggag & Wael Kortam, 2025. "Using Augmented Reality to Improve Tourism Marketing Effectiveness," Sustainability, MDPI, vol. 17(13), pages 1-21, June.
    3. Sara Javed & Md Salamun Rashidin & Wang Jian, 2024. "Effects of heuristic and systematic cues on perceived content credibility of Sina Weibo influencers: the moderating role of involvement," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 11(1), pages 1-16, December.
    4. Yazmina Stappung & Camila Aliaga & Jorge Cartes & Liza Jego & José Antonio Reyes-Suárez & Nicolas A. Barriga & Felipe Besoain, 2023. "Developing 360° Virtual Tours for Promoting Tourism in Natural Parks in Chile," Sustainability, MDPI, vol. 15(22), pages 1-15, November.

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