Avatar influence: How form realism and message appeal shape Generation Z's travel intentions

Although avatars have gained popularity in virtual reality marketing, research on their influence on Generation Z consumers' travel intentions remains limited. Drawing on the Construal Level Theory and the Elaboration Likelihood Model, this study examined the congruent effects of avatar form realism and message appeal on Generation Z's travel intentions through three experimental scenarios. The findings indicate that high-form realism avatars with rational appeal and low-form realism avatars with emotional appeal significantly boost travel intentions. These effects are mediated by believability and affect intensity and are more pronounced among individuals with low behavioral realism expectations. This study enhances our understanding of avatar-mediated persuasion in tourism marketing by linking core avatar attributes to consumer decision-making processes. These insights enable us to leverage the visual and verbal components of avatars to promote destinations that attract young travelers.