Virtual reality, presence, and attitude change: Empirical evidence from tourism

By Iis P. Tussyadiah, Dan Wang, Timothy Hyungsoo Jung, M. C. T. Dieck. Tourism Management, 2018

1,071 citations recorded by the source corpus.

Abstract The rapid development of virtual reality (VR) technology offers opportunities for a widespread consumption of VR tourism content. It also presents challenges to better understand the effectiveness of VR experience in inducing more favorable attitude toward tourism destinations and shaping visitation intention. Based on two studies, one conducted in Hong Kong with 202 participants and another in the United Kingdom with 724 participants, this research identified several positive consequences of the sense of presence in VR experiences. First, the feeling of being in the virtual environment increases enjoyment of VR experiences. Second, the heightened feeling of being there results in stronger liking and preference in the destination. Third, positive attitude change leads to a higher level of visitation intention. Therefore, this study provides empirical evidence to confirm the effectiveness of VR in shaping consumers’ attitude and behavior.

Subfields: Literature and Literary Theory, Social Psychology, Human-Computer Interaction

View Paper: https://www.semanticscholar.org/paper/92912cbccbf74bd4fc95a74a1103cf7b50d5e07f

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Citations in the corpus

Examining Tourism Consumers’ Attitudes and the Role of Sensory Information in Virtual Reality Experiences of a Tourist Destination (2021, methodology): “The persuasiveness and effectiveness of VR is most often attributed to presence theory (Tussyadiah et al. 2018).”
From high-touch to high-tech: COVID-19 drives robotics adoption (2020, background): “Concerns are also acute over the vulnerability of robot security systems to being compromised, the confidentiality of private data, and the lack of human contact in a traditionally high-touch service industry (Tussyadiah, 2020; Tussyadiah et al., 2018).”
When art meets tech: The role of augmented reality in enhancing museum experiences and purchase intentions (2018, background): “dynamic visual cues) should better fit the top-down mental imagery process, yielding an improved experience (Tussyadiah et al., 2018) and greater WTPmore among museum tourists.”
The role of natural soundscape in nature-based tourism experience: an extension of the stimulus–organism–response model (2020, background): “In the VR tourism study from Tussyadiah et al. (2018), behavioural intention has been scaled as tourists’ intention to visit or revisit a destination in the future.”
Exploring Consumer Behavior in Virtual Reality Tourism Using an Extended Stimulus-Organism-Response Model (2018, methodology): “In the tourism context (e.g., national parks, museums, domestic and international tourist destinations), VR has enjoyed a significant upswing of interest from researchers and businesses (Jung et al. 2016; Jung et al. 2017; Tussyadiah et al. 2018).”
The impact of virtual, augmented and mixed reality technologies on the customer experience (2019, background): “However, recent studies highlight the key role that VR might play in providing potential visitors with a “try-before-you-buy” experience of the destination, which could translate into greater visit intention (Marasco, Buonincontri, Niekerk, Orlowski, & Okumus, 2018; Tussyadiah et al., 2018).”
What is XR? Towards a Framework for Augmented and Virtual Reality (2022, methodology): “More formally, we draw on existing research (Lim & Ayyagari, 2018; Mantovani & Riva, 1999; Mollen & Wilson, 2010; Steuer, 1992; Tussyadiah et al., 2018) and define tele-presence as the degree to which a user feels present in the virtual rather than the physical environment.”