A Comparative Study of VR and 2D Tourism Videos: A Thematic Analysis of Virtual Tourism Experiences Among Generation Z

Tourism marketing videos can lead to positive emotions and visit intention. This study investigated the impact of VR and 2D tourism videos on user engagement, perception, and emotional responses. This research adopted a priori coding, analyzed 52 interviews using thematic analysis, and concluded a framework with six dimensions, including interactivity, authenticity, presence, cognitive value, hedonic value, and learning value. Findings indicate that VR videos compared to 2D allow users to explore the environment actively and feel an increased sense of presence. However, challenges such as rapid movement, lack of control, and distractions were also reported. VR does not necessarily lead to a higher sense of authenticity because the fast-paced sequences and distracting elements may negatively affect the experiences. Regarding cognitive values, participants mentioned that the videos increased their knowledge of the destination, particularly the 2D format video maintained viewers’ focus. VR facilitates exploration and may enhance learning value. Videos can also generate hedonic value, as many participants reported the emotions of excitement, happiness, and relaxation while watching videos. The findings extend the literature on immersive experiences in the video context. This research also offers practical insights into tourism marketers to design more engaging and effective tourism videos.