Realistic and nonrealistic VR travel scenes: an exploratory study of VR travel scene and influence mechanisms of tourists’ behavioral intentions

Purpose This study aims to systematically categorize the various virtual reality (VR) travel scenes and to explore the influence mechanisms of VR tourists’ behavioral intentions across different VR travel scenes. Design/methodology/approach This study conducted semistructured in-depth interviews with 20 experienced VR tourists who had actively participated in VR tours, social activities and related activities, and analyzed the influence mechanisms of VR tourists’ behavioral intentions based on the grounded theory. Findings This study summarizes the influence mechanisms of tourists’ behavioral intentions across different VR travel scenes, which are categorized into realistic and nonrealistic types. In realistic VR travel scenes, authenticity plays a crucial role, shaping tourists’ intentions to visit, revisit and recommend both VR scenes and on-site destinations. In nonrealistic VR travel scenes, this study introduces a novel concept − surreal experience − which drives tourists to explore these scenes and use VR to travel. Moreover, this study emphasizes the significance of avatars in enhancing VR tourism experience. Originality/value This study contributes to existing research by proposing a new concept of VR tourists’ experiences − the surreal experience − and analyzing the influence mechanisms of tourists’ behavioral intentions across VR travel scenes, which offers a new perspective for the research of the behavioral intentions of VR tourists.