What is it about?
This study explores how immersive virtual tours of a destination impact tourists' behavioral intentions. We discovered that virtual reality (VR) significantly boosts presence and physiological arousal, enhancing visitors’ intentions to visit and recommend the destination. Additionally, age influences responses to VR, with older individuals showing heightened sensitivity to highly arousing content.
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Why is it important?
We explore implicit signals to investigate VR's effects on destination marketing and the moderating role of users' age in assessing the effectiveness of immersive technologies.
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This page is a summary of: How immersive technologies impact behavioral responses in destination marketing: the role of physiological arousal, presence, and age, International Journal of Contemporary Hospitality Management, August 2024, Emerald,
DOI: 10.1108/ijchm-09-2023-1511.
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