Chris Zhu, Don Chi Wai Wu, Yan Lu, L. Fong, Lena Silin She
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When Virtual Reality meets destination marketing: The mediating role of presences between vividness and user responses
Virtual Reality (VR) has been widely adopted by destination marketing organizations (DMOs) to promote a destination. However, the existing literature lacks a solid theoretical foundation to interpret the phenomenon of VR experience. To address this research gap, this study aims to advance our understanding of how two distinct presences (telepresence and sense of presence) are formed and how they influence user responses after VR experience. A theoretical framework was proposed including vividness, sense of presence, telepresence, satisfaction, and intention to visit. According to the findings, two distinct presences mediate the positive relationship between vividness and satisfaction, and consequently intention. Additionally, theoretical and managerial insights are provided.
期刊介绍:
Journal of Vacation Marketing is a fully peer reviewed international journal that publishes original research and review articles on topics relating to the marketing of destinations and businesses/organisations involved in the wider tourism, hospitality and events industries. Its objective is to provide a forum for the publication of refereed academic papers and reviewed practitioner papers which are of direct relevance to industry, while meeting the highest standards of intellectual rigour.