A Study of Repetition on Virtual Tourism: Understanding the Effect on Memory and Visit Intention

Virtual Reality is an emerging technology that can help to promote the destination through various stimulation, including sensory stimulation (mainly on digital human senses), content stimulation (using content to enhance engagement), and technological stimulation (through the technology landscape and capabilities). However, prior studies overlooked the effect of combining different stimulation methods. Additionally, users are exposed to stimulation more than once. This research tries to investigate the effect of this stimulation on visit intention and users' memory (recall and recognition). We used the combination of three factors: content stimulation (through different narrative styles), technological stimulation (through modality interactivity), and repetition. Our study contributes to the literature on immersive technology and tourism destination promotion. Practically, destination management should be aware of the effects of stimulation on users' intentions that may help or hinder the effectiveness of the promotion.