e-space
Manchester Metropolitan University's Research Repository

    Virtual Reality, Presence, and Attitude Change: Empirical Evidence from Tourism

    Tussyadiah, I, Wang, D, Jung, TH and Tom Dieck, MC (2018) Virtual Reality, Presence, and Attitude Change: Empirical Evidence from Tourism. Tourism Management, 66. pp. 140-154. ISSN 0261-5177

    [img]
    Preview

    Available under License Creative Commons Attribution Non-commercial No Derivatives.

    Download (548kB) | Preview

    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.

    Impact and Reach

    Statistics

    Activity Overview
    6 month trend
    2,183Downloads
    6 month trend
    333Hits

    Additional statistics for this dataset are available via IRStats2.

    Altmetric

    Actions (login required)

    View Item View Item