Virtual Travel Experience and Destination Marketing

This study uses the IS Success Model to explore user satisfaction and the authentic experience generated by a VR experience. The delinquent facet of the IS Success Model is that the other technology-related factors like customer satisfaction and experience that shape a nomological net for this model are missing. The customer experience has been discussed in the light of crafting well-thought VR content, as unnecessary focus on creating VR for all customer experiences might influence the experience process negatively. This study has enhanced the model empirically by adding playfulness and immersion to this model. Furthermore, the PLS-SEM analysis verified the mediated effect of these contents on the visit intention of the tourists. The results demonstrated that this addition significantly influenced user satisfaction and customer experience. Finally, the theoretical and managerial implications have been discussed to bridge a consensus between industry and academia, which can give VR advertisement a new direction for the tourism and hospitality Industry.