The Effects of Virtual Reality on Destination Image Formation

  • Ashelle McFee
  • Tanja Mayrhofer
  • Andrea Baràtovà
  • Barbara NeuhoferEmail author
  • Mattia Rainoldi
  • Roman Egger
Conference paper


The mental image potential visitors have of a destination is a critical factor when making travel decisions. Research has shown that destination image formation correlates with users’ involvement with a device or platform, such as virtual reality (VR). While the impact of VR on the formation of a destination image has only received limited attention, literature suggests that the use of VR could have a positive influence on destination image. This study set out to examine the impact of VR on the formation of a destination image in comparison to an identical video viewed on a computer. An experiment with a post-user survey was conducted. The analysis confirms that the higher levels of involvement through using VR goggles do have a positive correlation with destination image formation. For destination marketing, this study suggests VR as a tool to positively influence the image of a destination.


Virtual reality Destination image formation 360-degree video Virtual destination image 


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Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  • Ashelle McFee
    • 1
  • Tanja Mayrhofer
    • 1
  • Andrea Baràtovà
    • 1
  • Barbara Neuhofer
    • 1
    Email author
  • Mattia Rainoldi
    • 1
  • Roman Egger
    • 1
  1. 1.Salzburg University of Applied SciencesPuch bei HalleinAustria

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