Virtual Reality Tourism: Connecting Immersive Experiences to Future Travel Choices

This empirical investigation examines the transformative impact of Virtual Reality (VR) implementations on destination accessibility within China's tourism sector. The research examines the interrelated relationships between VR Experience (VREX) determinants, experiential outcomes, and subsequent Visiting Intention (VIS). The theoretical framework encompasses three fundamental VREX antecedents: Telepresence (TLP), VR Application Quality (VAQ), and Perceived Realism (PREA). This research analyzes the impact of VREX on Perceived Enjoyment (PE) and Perceived Advantage (PAD), and in turn, their impact on VIS. Through purposive sampling methodology, the study gathered responses from 307 individuals actively engaging with VR tourism applications across China. Statistical analysis revealed significant associations between VREX and VIS, with all three antecedents demonstrating substantial influence on VREX formation. The findings establish that VREX has a significant impact on both PE and PAD dimensions. Notably, while PE emerged as a significant determinant of VIS, PAD demonstrated no substantial effect on visit intentions. This investigation advances theoretical discourse in virtual tourism by illuminating the crucial role of immersive technological experiences in destination marketing. For practitioners, these findings suggest prioritizing enjoyment-focused VR designs and investing in technologies that enhance telepresence and realism to influence potential tourists' visit intentions effectively.