From virtual to reality: How virtual reality forest tourism influences actual forest wellness tourism behavior

Abstract

This study employs a multilevel longitudinal design to investigate the effects of mindfulness VR on enhancing VR experience quality and on dynamically influencing attitudes and behaviors related to actual forest wellness tourism. A seven-day between-group controlled experiment followed by a 40-day behavioral tracking phase was conducted with 66 participants, yielding the following findings: (1) the mindfulness VR group demonstrated significantly higher scores in experiential perception (presence, arousal, and flow), as well as in attitudes and behavioral intentions, compared to the normal VR group; (2) compared to the normal VR group and control group, repeated mindfulness VR more effectively sustained the improvement in participants' positive attitudes and intentions toward actual forest wellness tourism; (3) neither mindfulness VR nor normal VR interventions significantly increased actual tourism behavior; (4) promotion-focused individuals showed a notably stronger inclination toward real tourism behavior than prevention-focused individuals. This research extends the understanding of VR forest tourism's lasting effects and offers strategic insights for VR marketing across various tourism destinations.