Virtual reality and its implication for destination marketing – A case study of Generation Z

This study explores the influence of virtual reality (VR) technology on young consumers' travel motivation, decision-making processes, and overall satisfaction. As an immersive medium that bridges the physical and digital realms through specialized hardware and software, VR engages multiple human senses—primarily sight, hearing, and touch—creating the illusion of presence in a virtual environment. VR offers users diverse experiences such as entertainment, education, self-development, and virtual travel, thereby transforming how individuals perceive and engage with potential destinations. The research employes a quantitative research method using random sampling, collecting data from 202 respondents aged 18 to 23. Data analysis was conducted using SPSS software, focusing on key variables including the perceived ease of use of VR devices, user satisfaction, influence on travel-related attitudes, and its role in shaping travel motivations and decisions. The findings reveal that both the usability of VR and the satisfaction derived from virtual experiences significantly enhance travel attitudes and influence decision-making. Based on these insights, the study recommends the integration of VR technology into tourism marketing strategies to effectively engage and influence younger traveler segments.