Virtual Reality and Mental Imagery Towards Travel Inspiration and Visit Intention

Ioannis Assiouras (), Antonis Giannopoulos, Eleni Mavragani and Dimitrios Buhalis
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Ioannis Assiouras: UR CONFLUENCE : Sciences et Humanités (EA 1598) - UCLy - UCLy (Lyon Catholic University), ESDES - ESDES, Lyon Business School - UCLy - UCLy - UCLy (Lyon Catholic University)

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Abstract: The study examines the relationship between virtual reality (VR)-facilitated mental imagery and travellers' intention to visit a destination. A serial mediation process through travel inspiration (inspired-by and inspired-to) is proposed as a psychological mechanism able to explain the positive relationship of elaboration and quality of mental imagery with visit intentions. VR users were recruited through Prolific Academic. The findings demonstrate that VR-facilitated elaboration of mental imagery increases travel inspiration and consequently visit intention. However, the importance of mental imagery quality is much lower. The paper contributes to the literature of pre-travel VR experience by exploring the role of travel inspiration.

Keywords: Travel Inspiration; Elaboration of Mental Imagery; Quality of Mental Imagery; Virtual Reality; Visit Intention; Destination Marketing (search for similar items in EconPapers)
Date: 2024-04
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Published in International Journal of Tourism Research, 2024, 26 (2), pp.e2646. ⟨10.1002/jtr.2646⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05569075

DOI: 10.1002/jtr.2646

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