Predictors of Behavioural Intention and the Mediating Effects of Hotel Virtual Reality Experience and Cognitive Absorption

The study explores the influence of vividness, content quality, and system quality in virtual reality (VR) experiences on guests’ behavioural intentions in the hotel industry in the National Capital Region. It specifically examines how these factors affect guests’ engagement and decision-making processes. Using the Partial Least Square with Hierarchical Component Model Analysis, the results highlight the importance of immersive and high-quality VR content in enhancing guest experiences and influencing their future behaviours, such as revisiting or recommending the hotels. Additionally, the study underscores the role of system quality in ensuring a seamless and engaging VR experience. The findings through the use of the mediating effect, suggest that investment in superior VR technology can be a strategic tool for hotels to differentiate themselves in a competitive market and align with evolving consumer preferences as well as the cognitive absorption of the hotel guests.