VR in Tourism: A New Call for Virtual Tourism Experience amid and after the COVID-19 Pandemic

Maksim Godovykh, Carissa Baker and Alan Fyall
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Maksim Godovykh: Rosen College of Hospitality Management, University of Central Florida, 9907 Universal Blvd, Orlando, FL 32816, USA
Carissa Baker: Rosen College of Hospitality Management, University of Central Florida, 9907 Universal Blvd, Orlando, FL 32816, USA
Alan Fyall: Rosen College of Hospitality Management, University of Central Florida, 9907 Universal Blvd, Orlando, FL 32816, USA

Tourism and Hospitality, 2022, vol. 3, issue 1, 1-11

Abstract: Virtual reality has become a more common phenomenon in both destination marketing and on-site experience. The recent challenges such as overtourism and the COVID-19 pandemic have created a pressing need to examine virtual tourism as an alternative to traditional travel. This conceptual article aims at clarifying virtual experience in tourism, discussing the main antecedents and outcomes of virtual experience, and proposing a conceptual model of virtual tourism experience. The review of the literature revealed that virtual experience in tourism is influenced by factors related to information, quality, technology acceptance, and affective involvement and has significant effects on tourists’ attitudes and behavioral intentions. This paper contributes to knowledge and practice by classifying the main groups of factors influencing virtual tourism experience, introducing the conceptual model, discussing opportunities for future research, and providing recommendations for tourism practitioners.

Keywords: virtual reality; VR; virtual experience; tourism; attitudes; COVID-19 (search for similar items in EconPapers)
JEL-codes: Z3 Z30 Z31 Z32 Z33 Z38 (search for similar items in EconPapers)
Date: 2022
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