Influencing wine tourists' decision-making with VR: The impact of immersive experiences on their behavioural intentions

IF 7.3 2区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Tourism Management Perspectives Pub Date : 2024-02-26 DOI:10.1016/j.tmp.2024.101235

Nuno Sousa , Elisa Alén , Nieves Losada , Miguel Melo

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引用次数: 0

Abstract

Virtual Reality (VR) has proven to be an important contribution to tourists' decision-making regarding a destination. This fact can be determinant, especially when tourists face some social limitation or restriction that conditions their participation in tourism activities. Therefore, we aim to understand whether the possibility of experiencing immersive wine tourism activities can encourage future visits, as well as the recommendation of the VR experience and the destination itself. To achieve our goal, we offered 405 participants an experimental VR experience with digital content about a wine tourism activity. The results showed that participants feel that the VR experience influences their behavioural intention towards the wine tourism destination. The satisfaction felt from the experience leads to a significant effect on the intention to visit and to recommend the destination and the VR activity. These findings suggest to wine tourism destination managers that VR can play an essential role in tourism management.

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用 VR 影响葡萄酒游客的决策：身临其境的体验对其行为意向的影响

事实证明，虚拟现实（VR）对游客就目的地做出决策具有重要作用。这一事实可以起到决定性作用，尤其是当游客面临某些社会限制或约束，从而影响其参与旅游活动时。因此，我们旨在了解体验沉浸式葡萄酒旅游活动的可能性是否会鼓励游客今后到访，以及对 VR 体验和目的地本身的推荐。为了实现我们的目标，我们为 405 名参与者提供了带有葡萄酒旅游活动数字内容的 VR 体验。结果显示，参与者认为 VR 体验影响了他们对葡萄酒旅游目的地的行为意向。体验所带来的满足感对参观和推荐目的地及 VR 活动的意愿有显著影响。这些研究结果向葡萄酒旅游目的地管理者提出了建议，即 VR 可以在旅游管理中发挥重要作用。

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来源期刊

Tourism Management Perspectives Multiple-

CiteScore

15.60

自引率

3.40%

发文量

审稿时长

59 days

期刊介绍： Tourism Management Perspectives is an interdisciplinary journal that focuses on the planning and management of travel and tourism. It covers topics such as tourist experiences, their consequences for communities, economies, and environments, the creation of image, the shaping of tourist experiences and perceptions, and the management of tourist organizations and destinations. The journal's editorial board consists of experienced international professionals and it shares the board with Tourism Management. The journal covers socio-cultural, technological, planning, and policy aspects of international, national, and regional tourism, as well as specific management studies. It encourages papers that introduce new research methods and critique existing ones in the context of tourism research. The journal publishes empirical research articles and high-quality review articles on important topics and emerging themes that enhance the theoretical and conceptual understanding of key areas within travel and tourism management.