Virtual Reality and Attitudes Toward Tourism Destinations

  • Iis P. TussyadiahEmail author
  • Dan Wang
  • Chenge (Helen) Jia
Conference paper


Recent developments in Virtual Reality (VR) technology present a tremendous opportunity for the tourism industry. This research aims to better understand how the VR experience may influence travel decision making by investigating spatial presence in VR environments and its impact on attitudes toward tourism destinations. Based on a study involving virtual walkthrough of tourism destinations with 202 participants, two dimensions of spatial presence were identified: being somewhere other than the actual environment and self-location in a VR environment. The analysis revealed that users’ attention allocation to VR environments contributed significantly to spatial presence. It was also found that spatial presence positively affects post VR attitude change toward tourism destinations, indicating the persuasiveness of VR. No significant differences were found across VR stimuli (devices) and across prior visitation.


Virtual reality Spatial presence Attitude change Virtual tourism Non-travel 



Authors received financial support from the School of Hotel & Tourism Management, The Hong Kong Polytechnic University (Grant #1-ZVH2).


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Copyright information

© Springer International Publishing AG 2017

Authors and Affiliations

  • Iis P. Tussyadiah
    • 1
    Email author
  • Dan Wang
    • 2
  • Chenge (Helen) Jia
    • 2
  1. 1.School of Hospitality Business Management Carson College of BusinessWashington State UniversityPullmanUSA
  2. 2.School of Hotel & Tourism ManagementThe Hong Kong Polytechnic UniversityHong KongChina

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