Feeling the Service Product Closer: Triggering Visit Intention via Virtual Reality

Ali Yuce, Huseyin Arasli, Ali Ozturen and Mustafa Daskin
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Ali Yuce: Faculty of Tourism, Eastern Mediterranean University, Famagusta 99628, North Cyprus, Mersin 10, Turkey
Huseyin Arasli: The Norwegian School of Hotel Management, University of Stavanger, 4036 Stavanger, Norway
Ali Ozturen: Faculty of Tourism, Eastern Mediterranean University, Famagusta 99628, North Cyprus, Mersin 10, Turkey
Mustafa Daskin: Tourism Department, Amasya University, Amasya 05100, Turkey

Sustainability, 2020, vol. 12, issue 16, 1-17

Abstract: This study examines the essential characteristics of Virtual Reality (VR) that influence individual visit intention towards a touristic product. Despite the extensive research about VR, however, only little has examined the impact of factors that alter customers’ attitudes and trigger purchasing intention. This study applied Information Systems Success Model and conducted a survey using the convenience sampling method with international tourists who visited North Cyprus. The data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) technique, and findings demonstrated that VR has great potential to influence visitors’ final destination by promoting tourism products and services. This paper revealed that VR—as a marketing medium—creates positive impacts and stimulates individuals’ intentions to visit a destination. The study provides implications for tourism sector actors such as tourism planners, policymakers, travel agencies, and hotel managers as well as prosocial guest experience to improve their marketing strategies.

Keywords: virtual reality; VR; IS Success Model; emerging technologies; tourism; destination; intention; perception; marketing; planning; PLS-SEM (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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