Impacts of Virtual Reality on Tourism Experience and Behavioral Intentions: Moderating Role of Novelty Seeking

Creating and delivering memorable experiences for tourists constitute the essence of tourism and tourism management. Technological developments, such as virtual reality (VR), enable tourists to achieve a more unique tourism experience by intensifying engagement and extending experience co-creation in an interactive and simulated environment. This study examines how VR influences the tourism experience and behavioral intentions associated with boundary conditions. Based on a survey in China, the results indicate significant positive relationships among VR presence, flow, tourism experience, and behavioral intentions. Novelty seeking moderates the relationship between VR enjoyment and flow. The findings of this study suggest that VR is a promising tool for tourism in the pre-travel stage.