Virtual reality and tourism marketing: conceptualizing a framework on presence, emotion, and intention

Ryan Yung, Catheryn Khoo-Lattimore and Leigh Ellen Potter

Current Issues in Tourism, 2021, vol. 24, issue 11, 1505-1525

Abstract: In a post-COVID landscape, building interest and evoking positive emotions toward tourism products are vital for destination recovery. As a result, interest and opportunity for the use of immersive technologies such as virtual reality (VR) for tourism marketing has intensified. Despite the ubiquity of presence as a concept in VR research, exploring and adapting presence for tourism marketing remains in infancy. In particular, there is still limited understanding of the importance and interplay of the determinants of presence. Through a critical review of presence research in ICT, education, psychology, psychiatry, marketing, and tourism, this paper establishes a comprehensive conceptual framework (named PEI framework) encompassing the determinants (immersion, engagement, sensory fidelity) and consequences of presence (P) on emotional response (E) and behavioural intention (I). This paper also found that presence research remains a disparate body of work. Frameworks and measures from which to bridge disciplines and contexts remain nascent. The interplay between presence determinants and their effects on emotional response, shown to be context-dependant in this review of presence VR research, has yet to be tested or theorized in tourism research. Suggestions for advancing the framework, both context and method-wise, are made for future VR research.

Date: 2021
References: Add references at CitEc
Citations: View citations in EconPapers (5)

Downloads: (external link)
http://hdl.handle.net/10.1080/13683500.2020.1820454 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:rcitxx:v:24:y:2021:i:11:p:1505-1525

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/rcit20

DOI: 10.1080/13683500.2020.1820454

Access Statistics for this article

Current Issues in Tourism is currently edited by Jennifer Tunstall

More articles in Current Issues in Tourism from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().