Memories of tourism brands in virtual reality

In three studies (a lab experiment, a field experiment, and a qualitative study), this research investigates memories formed by tourism brand experiences in virtual reality. Specifically, this work establishes to what extent episodic and semantic memories from virtual reality tourism brand experiences are formed and retained, and what mechanisms underscore this process. Moreover, using a bespoke virtual environment and adopting a longitudinal approach, this research demonstrates how accuracy and confidence in episodic and semantic memories of a tourism brand formed in virtual reality evolve over time. We discuss how virtual reality tourism brand experience can spur memory pre-, during and post-tourist visit. Theoretical and managerial implications are considered. • Tourism brand experiences in virtual reality form episodic and semantic memories. • Virtual reality leads to more accurate episodic and semantic memories. • As time passes, virtual reality generates more confidence in episodic memories. • Telepresence, interactivity, sensory inputs impact virtual reality memories. • Past experience and brand attachment impact virtual reality memories.