VR meets hotel bookings: how hedonic and utilitarian attributes shape young consumers’ intentions

Purpose This study aims to explore the role of virtual tours in determining the Indian young consumers’ hotel booking intentions. The study’s framework is grounded in the stimulus organism response (SOR) theory and technology acceptance model (TAM). Design/methodology/approach The data collected through a survey generated 352 usable customer responses that were analysed using Structural Equation Modelling (SEM). Findings Young consumers’ perceptions of the hedonic and utilitarian attributes of virtual tours (stimulus) shape their attitude (organism), which in turn influences their behavioural intentions of online hotel booking (response). Originality/value Integrating the SOR and TAM frameworks, the study empirically examines the key determinants of potential consumers’ behavioural intentions in the context of an emerging country.