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Enhancing destination image through virtual reality technology: the role of tourists’ immersive experience

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Abstract

This study investigates the relationship between the immersive VR experience, destination cognitive image, destination affective image, and tourists’ travel intention. The sample of this research is 167 visitors of three tourist attractions of Isfahan Province in Iran, through 360-degree virtual reality videos. In order to collect research data, an online survey and convenience sampling methods were used. PLS-SEM was utilized to assess both the measurement and structural models. The findings indicated that among factors of external technical environment stimuli, media richness has a stronger effect on the formation of the destination’s cognitive image than the affective image. Also, perceived interactivity compared to media richness has a significant impact on the formation of the destination’s affective image. In addition, vision consistency as an internal technical environment stimulus has a positive effect on the formation of the cognitive and affective image of the destination. Finally, the affective image of the destination resulting from the immersive VR experience has a stronger effect on travel intention than the cognitive image.

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Authors and Affiliations

  1. Department of Management and Social Science, Islamic Azad University of Tehran North Branch, Tehran, Iran

    Davood Ghorbanzadeh

  2. Department of Business Administration, University of Sharjah, Sharjah, UAE

    Ahmad Qasim Mohammad AlHamad

  3. Department of Business Management, Lincoln University College, Petaling Jaya, Selangor Darul Ehsan, Malaysia

    Kuicthok Yak Deng

  4. Department of Information Technology, Duhok Technical College, Duhok Polytechnic University, Duhok, KRG, Iraq

    Ahmed Alaa Hani Alkurdi

  5. Department of Computer Science, College of Science, Nawroz University, Duhok, KRG, Iraq

    Ahmed Alaa Hani Alkurdi

  6. Symbiosis Institute of Business Management, Hyderabad, India

    K. D. V. Prasad

  7. Department of Executive Master of Business Administration, Faculty of Management, Islamic Azad University of Tehran Central Branch, Tehran, Iran

    Mohsen Sharbatiyan

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  1. Davood Ghorbanzadeh
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  2. Ahmad Qasim Mohammad AlHamad
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  3. Kuicthok Yak Deng
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  4. Ahmed Alaa Hani Alkurdi
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  5. K. D. V. Prasad
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Correspondence to Davood Ghorbanzadeh.

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Ghorbanzadeh, D., AlHamad, A.Q.M., Deng, K.Y. et al. Enhancing destination image through virtual reality technology: the role of tourists’ immersive experience. Curr Psychol (2024). https://doi.org/10.1007/s12144-024-06007-3

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