Exploring virtual reality’s role in addressing cognitive leisure constraints: Insights from Indian BOP tourists

Considerable research has examined the impact of virtual reality (VR) on tourism for affluent groups; however, its effects on Base of the Pyramid (BOP) consumers remain largely unexplored. This study examines factors shaping travel intentions among BOP tourists following VR experiences. Using entry-level VR headsets, participants viewed various 360° VR videos produced by India’s Ministry of Tourism on the YouTube platform. In-depth interviews with 27 BOP tourists were then conducted and analysed using NVIVO 12 and manual thematic analysis within the S-O-R framework. Findings show that VR’s effectiveness in inspiring travel intentions is influenced by family dominance, VR-HMD experience, perceived employment and financial risks, collectively referred to as leisure constraints. A unique insight is that job exploration, driven by aspirations for better employment opportunities, also motivates travel intentions. These findings emphasize the need for targeted strategies that address the specific challenges faced by the BOP group.