Publication

Abstract : This study examines the impact of fully interactive virtual reality (VR-360°) vs. partially interactive (screen-360°) medium and ecological vs. recreational story types on destination visit intention. Grounded on the theory of stimulus-organism-response, presence theory, and feelings-as-information theory, we used an experimental methodology with 295 participants to explain the impact of VR with story type on sustainable tourism. Our study results show significantly higher effects of the VR-360° medium for an ecological story on visit intention than the screen-360°. For the recreational story, the difference in impact on visit intention was not observed for the use of VR-360° and screen-360° medium. Our study finds presence a mediating factor and validates serial mediating effects of the affective image and attitude to explain the psychological mechanism of VR-360° on visit intention. The study presents novel and empirical evidence to guide tourism marketing organizations toward using VR and ecological stories to promote sustainable tourism.