Virtual journeys, real emotions: Investigating awe in VR tourism experiences

This study makes a pioneering empirical contribution to tourism research by exploring the complex emotion of awe within virtual reality (VR) tourism experiences. Drawing on twenty semi-structured interviews and thematic analysis, it identifies awe as a multidimensional construct encompassing perceptions (altered time and space, hyperrealism), feelings (self-diminishment, connectedness), and emotions (confusion, fear, surprise). These dimensions appear to influence tourists' behavioural intentions, including destination visit intentions and technology adoption. Moving beyond dominant quantitative paradigms, this research offers a qualitative conceptualisation of awe in VR tourism. The findings provide empirical insights into how awe manifests in VR tourism and suggest practical implications for destination marketers, VR developers, and tourism strategists, advancing understanding of immersive emotional engagement and psychological responses to emerging technologies. • Qualitatively explores awe as a multidimensional emotion in VR tourism. • Identifies perceptions, feelings, and emotions as components of awe in the VR experience. • Shows how awe components influence intentions toward destinations and VR technology. • Reveals awe responses differ across user profiles. • Provides empirical insights into how awe manifests within VR tourism experiences.