Virtual reality, presence, and attitude change: Empirical evidence from tourism

• Published in: Tourism management (1982) Vol. 66; pp. 140 - 154
• Main Authors: Tussyadiah, Iis P., Wang, Dan, Jung, Timothy H., tom Dieck, M.Claudia
• Format: Journal Article
• Language: English
• Published: Elsevier Ltd 01.06.2018
• Subjects: Attitude change; Persuasion; Persuasive technology; Presence; Tourism marketing; Virtual reality; Presence; Tourism marketing; Persuasive technology; Attitude change; Persuasion; Virtual reality
• ISSN: 0261-5177; 1879-3193
• DOI: 10.1016/j.tourman.2017.12.003

The rapid development of virtual reality (VR) technology offers opportunities for a widespread consumption of VR tourism content. It also presents challenges to better understand the effectiveness of VR experience in inducing more favorable attitude toward tourism destinations and shaping visitation intention. Based on two studies, one conducted in Hong Kong with 202 participants and another in the United Kingdom with 724 participants, this research identified several positive consequences of the sense of presence in VR experiences. First, the feeling of being in the virtual environment increases enjoyment of VR experiences. Second, the heightened feeling of being there results in stronger liking and preference in the destination. Third, positive attitude change leads to a higher level of visitation intention. Therefore, this study provides empirical evidence to confirm the effectiveness of VR in shaping consumers’ attitude and behavior. •Sense of presence during VR leads to positive attitude change toward destination.•The effect of presence on enjoyment of VR confirms VR as hedonic experience.•Change in attitude leads to visit intention, confirming the persuasiveness of VR.•VR is more persuasive when virtual environment conveys its situated affordances.