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

Tussyadiah, Iis, Wang, Dan, Jung, Timothy H and tom Dieck, M. Claudia (2017) Virtual Reality, Presence, and Attitude Change: Empirical Evidence from Tourism Tourism Management, 66. pp. 140-154.

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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.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > School of Hospitality and Tourism Management
Authors :
Wang, Dan
Jung, Timothy H
tom Dieck, M. Claudia
Date : 8 December 2017
DOI : 10.1016/j.tourman.2017.12.003
Copyright Disclaimer : © 2017. This manuscript version is made available under the CC-BY-NC-ND 4.0 license
Uncontrolled Keywords : Virtual Reality; Presence; Attitude Change; Persuasion; Persuasive Technology; Tourism Marketing
Depositing User : Melanie Hughes
Date Deposited : 08 Dec 2017 12:23
Last Modified : 08 Dec 2019 02:08

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