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Virtual Reality and Mental Imagery Towards Travel Inspiration and Visit Intention

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  • Ioannis Assiouras

    (UR CONFLUENCE : Sciences et Humanités (EA 1598) - UCLy - UCLy (Lyon Catholic University), ESDES - ESDES, Lyon Business School - UCLy - UCLy - UCLy (Lyon Catholic University))

  • Antonis Giannopoulos
  • Eleni Mavragani
  • Dimitrios Buhalis

Abstract

The study examines the relationship between virtual reality (VR)-facilitated mental imagery and travellers' intention to visit a destination. A serial mediation process through travel inspiration (inspired-by and inspired-to) is proposed as a psychological mechanism able to explain the positive relationship of elaboration and quality of mental imagery with visit intentions. VR users were recruited through Prolific Academic. The findings demonstrate that VR-facilitated elaboration of mental imagery increases travel inspiration and consequently visit intention. However, the importance of mental imagery quality is much lower. The paper contributes to the literature of pre-travel VR experience by exploring the role of travel inspiration.

Suggested Citation

  • Ioannis Assiouras & Antonis Giannopoulos & Eleni Mavragani & Dimitrios Buhalis, 2024. "Virtual Reality and Mental Imagery Towards Travel Inspiration and Visit Intention," Post-Print hal-05569075, HAL.
    • Handle: RePEc:hal:journl:hal-05569075
    DOI: 10.1002/jtr.2646
    as

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