Embracing Virtual Reality in Destination Marketing: A Serial Mediation Model to Investigate the Role of Virtual Tourism Experiences in the Formation of Place Attachment

Jingjia Luo and Menglong Xia ()
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Jingjia Luo: Faculty of Hospitality and Tourism Management, Macau University of Science and Technology, Macau 999078, China
Menglong Xia: Faculty of Hospitality and Tourism Management, Macau University of Science and Technology, Macau 999078, China

Sustainability, 2024, vol. 16, issue 23, 1-20

Abstract: Technological innovation is important for destination marketing organisations (DMOs) in achieving sustainable destination development. However, few studies have considered the marketing potential of emerging immersive technologies in promoting local destinations, as well as their impacts on tourists’ place attachment. Drawing upon cue consistency and place attachment theory, this study established a serial mediation model to examine the impact of sensory information acquired from online virtual tourism experiences, such as visual and auditory cues, on tourists’ place attachment formation during the post-trip stage. The PLS-SEM approach was adopted to analyse the data, which were collected from 408 respondents via an online survey. The results showed that tourists’ sensory information significantly influenced their virtual attachment and sense of presence. Furthermore, tourists’ perceived information and image consistency significantly influenced their place attachment. In addition, the serial mediation effect among sensory information, cue consistency, and place attachment was confirmed. The theoretical and managerial implications are also discussed.

Keywords: virtual reality; sensory information; cue consistency; place attachment (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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