IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v152y2022icp128-143.html
   My bibliography  Save this article

Virtual reality tourism to satisfy wanderlust without wandering: An unconventional innovation to promote sustainability

Author

Listed:
  • Talwar, Shalini
  • Kaur, Puneet
  • Escobar, Octavio
  • Lan, Sai

Abstract

The tourism sector has always been a target of criticism due to the adverse environmental effects of travel and activities at tourist destinations. It is thus imperative for researchers and managers to seek tourism solutions that make business sense without raising sustainability-related issues. Particularly in the aftermath of the COVID-19 pandemic, virtual reality tourism (VRT), a form of digitally-driven albeit unconventional ex-situ touristic travel, has attracted the attention of multiple stakeholders in the sector. However, consumers’ perceptions of and motivations to use VRT as a sustainable solution for touristic activities are yet not fully understood. We address this deficiency in the literature by drawing upon expectancy theory to propose goal difficulty and reduction in the environmental impact of tourism (REI) as expectancy-related motivations, accomplishment as an instrumentality-related motivation and willingness to sacrifice as a valence-related motivation; we anticipate these motivations, in turn, to drive two outcomes: low- and high-effort pro-environmental behaviours. Analysing data collected from 350 individuals residing in the United States, we found support for all positive associations except for that of goal difficulty with high-effort pro-environmental behaviours and REI with both pro-environmental behaviours. We also tested and confirmed the moderating effects of the number of children in a household and daily green behaviours on some of the proposed associations. Our findings offer useful insights for future research and practice in the area.

Suggested Citation

  • Talwar, Shalini & Kaur, Puneet & Escobar, Octavio & Lan, Sai, 2022. "Virtual reality tourism to satisfy wanderlust without wandering: An unconventional innovation to promote sustainability," Journal of Business Research, Elsevier, vol. 152(C), pages 128-143.
    • Handle: RePEc:eee:jbrese:v:152:y:2022:i:c:p:128-143
    DOI: 10.1016/j.jbusres.2022.07.032
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296322006373
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2022.07.032?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Taeuk Kim & Sunmi Yun, 2019. "How Will Changes toward Pro-Environmental Behavior Play in Customers’ Perceived Value of Environmental Concerns at Coffee Shops?," Sustainability, MDPI, vol. 11(14), pages 1-19, July.
    2. Kumar, Sushant & Dhir, Amandeep & Talwar, Shalini & Chakraborty, Debarun & Kaur, Puneet, 2021. "What drives brand love for natural products? The moderating role of household size," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    3. Kiatkawsin, Kiattipoom & Han, Heesup, 2017. "Young travelers' intention to behave pro-environmentally: Merging the value-belief-norm theory and the expectancy theory," Tourism Management, Elsevier, vol. 59(C), pages 76-88.
    4. MacKenzie, Scott B. & Podsakoff, Philip M., 2012. "Common Method Bias in Marketing: Causes, Mechanisms, and Procedural Remedies," Journal of Retailing, Elsevier, vol. 88(4), pages 542-555.
    5. Belmonte-Ureña, Luis Jesús & Plaza-Úbeda, José Antonio & Vazquez-Brust, Diego & Yakovleva, Natalia, 2021. "Circular economy, degrowth and green growth as pathways for research on sustainable development goals: A global analysis and future agenda," Ecological Economics, Elsevier, vol. 185(C).
    6. Kazeminia, Azadeh & Hultman, Magnus & Mostaghel, Rana, 2016. "Why pay more for sustainable services? The case of ecotourism," Journal of Business Research, Elsevier, vol. 69(11), pages 4992-4997.
    7. Hair, Joe F. & Howard, Matt C. & Nitzl, Christian, 2020. "Assessing measurement model quality in PLS-SEM using confirmatory composite analysis," Journal of Business Research, Elsevier, vol. 109(C), pages 101-110.
    8. Arun T. M. & Puneet Kaur & Alberto Ferraris & Amandeep Dhir, 2021. "What motivates the adoption of green restaurant products and services? A systematic review and future research agenda," Business Strategy and the Environment, Wiley Blackwell, vol. 30(4), pages 2224-2240, May.
    9. Matias Ramirez & Oscar Romero & Johan Schot & Felber Arroyave, 2019. "Mobilizing the Transformative Power of the Research System for Achieving the Sustainable Development Goals," SPRU Working Paper Series 2019-25, SPRU - Science Policy Research Unit, University of Sussex Business School.
    10. Manfred Lenzen & Ya-Yen Sun & Futu Faturay & Yuan-Peng Ting & Arne Geschke & Arunima Malik, 2018. "The carbon footprint of global tourism," Nature Climate Change, Nature, vol. 8(6), pages 522-528, June.
    11. Nguyen Thi Thanh Van & Vasiliki Vrana & Nguyen Thien Duy & Doan Xuan Huy Minh & Pham Tien Dzung & Subhra R. Mondal & Subhankar Das, 2020. "The Role of Human–Machine Interactive Devices for Post-COVID-19 Innovative Sustainable Tourism in Ho Chi Minh City, Vietnam," Sustainability, MDPI, vol. 12(22), pages 1-30, November.
    12. Talwar, Shalini & Dhir, Amandeep & Scuotto, Veronica & Kaur, Puneet, 2021. "Barriers and paradoxical recommendation behaviour in online to offline (O2O) services. A convergent mixed-method study," Journal of Business Research, Elsevier, vol. 131(C), pages 25-39.
    13. John Hulland & Hans Baumgartner & Keith Marion Smith, 2018. "Marketing survey research best practices: evidence and recommendations from a review of JAMS articles," Journal of the Academy of Marketing Science, Springer, vol. 46(1), pages 92-108, January.
    14. Anthony Coy & Allison Farrell & Katharine Gilson & Jody Davis & Benjamin Le, 2013. "Commitment to the environment and student support for “green” campus initiatives," Journal of Environmental Studies and Sciences, Springer;Association of Environmental Studies and Sciences, vol. 3(1), pages 49-55, March.
    15. Amandeep Dhir & Shalini Talwar & Mohd Sadiq & Mototaka Sakashita & Puneet Kaur, 2021. "Green apparel buying behaviour: A Stimulus–Organism–Behaviour–Consequence (SOBC) perspective on sustainability‐oriented consumption in Japan," Business Strategy and the Environment, Wiley Blackwell, vol. 30(8), pages 3589-3605, December.
    16. Luqman, Adeel & Talwar, Shalini & Masood, Ayesha & Dhir, Amandeep, 2021. "Does enterprise social media use promote employee creativity and well-being?," Journal of Business Research, Elsevier, vol. 131(C), pages 40-54.
    17. Sreen, Naman & Dhir, Amandeep & Talwar, Shalini & Tan, Teck Ming & Alharbi, Fatimah, 2021. "Behavioral reasoning perspectives to brand love toward natural products: Moderating role of environmental concern and household size," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    18. Yu-Shan Chen & Ching-Hsun Chang & Yu-Hsien Lin, 2014. "Green Transformational Leadership and Green Performance: The Mediation Effects of Green Mindfulness and Green Self-Efficacy," Sustainability, MDPI, vol. 6(10), pages 1-18, September.
    19. Guttentag, Daniel A., 2010. "Virtual reality: Applications and implications for tourism," Tourism Management, Elsevier, vol. 31(5), pages 637-651.
    20. Manfred Lenzen & Ya-Yen Sun & Futu Faturay & Yuan-Peng Ting & Arne Geschke & Arunima Malik, 2018. "Author Correction: The carbon footprint of global tourism," Nature Climate Change, Nature, vol. 8(6), pages 544-544, June.
    21. Kamal, Syeda Ayesha & Shafiq, Muhammad & Kakria, Priyanka, 2020. "Investigating acceptance of telemedicine services through an extended technology acceptance model (TAM)," Technology in Society, Elsevier, vol. 60(C).
    22. James J. Zboja & Ralph W. Jackson & Marsha Grimes-Rose, 2020. "An expectancy theory perspective of volunteerism: the roles of powerlessness, attitude toward charitable organizations, and attitude toward helping others," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(4), pages 493-507, December.
    23. Han, Heesup, 2015. "Travelers' pro-environmental behavior in a green lodging context: Converging value-belief-norm theory and the theory of planned behavior," Tourism Management, Elsevier, vol. 47(C), pages 164-177.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Li, Jing & Cao, Bin, 2024. "Resources policies for solar development and eco-tourism expansion in emerging economies," Resources Policy, Elsevier, vol. 88(C).
    2. Katarzyna Bilińska & Barbara Pabian & Aleksander Pabian & Beata Reformat, 2023. "Development Trends and Potential in the Field of Virtual Tourism after the COVID-19 Pandemic: Generation Z Example," Sustainability, MDPI, vol. 15(3), pages 1-13, January.
    3. Nuno Sousa & Filipa Jorge & Mário Sérgio Teixeira & Nieves Losada & Miguel Melo & Maximino Bessa, 2023. "An Exploratory Study about the Effect of COVID-19 on the Intention to Adopt Virtual Reality in the Tourism Sector," Sustainability, MDPI, vol. 15(11), pages 1-13, May.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Chakraborty, Debarun & Singu, Hari Babu & Patre, Smruti, 2022. "Fitness Apps's purchase behaviour: Amalgamation of Stimulus-Organism-Behaviour-Consequence framework (S–O–B–C) and the innovation resistance theory (IRT)," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    2. Morais, Ana Catarina & Ishida, Akira & Matsuda, Ruriko, 2024. "Ethical food consumption drivers in Japan. A S–O-R framework application using PLS-SEM with a MGA assessment based on clustering," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    3. Pipatpong Fakfare & Walanchalee Wattanacharoensil, 2023. "Low‐carbon tourism for island destinations: A crucial alternative for sustainable development," Sustainable Development, John Wiley & Sons, Ltd., vol. 31(1), pages 180-197, February.
    4. Talwar, Shalini & Kaur, Puneet & Kumar, Sushant & Salo, Jari & Dhir, Amandeep, 2022. "The balancing act: How do moral norms and anticipated pride drive food waste/reduction behaviour?," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    5. Shalini Talwar & Puneet Kaur & Octavio Escobar & Sai Lan, 2022. "Virtual reality tourism to satisfy wanderlust without wandering," Post-Print hal-04325590, HAL.
    6. Bhardwaj, Seema & Sreen, Naman & Das, Manish & Chitnis, Asmita & Kumar, Sushant, 2023. "Product specific values and personal values together better explains green purchase," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    7. Xingjun, Huang & Mao, Zhouhui & Lin, Yun & Shi, Qiuju & Liu, Feng & Zhou, Fuli, 2024. "Sharing or privacy for private electric vehicle charging piles? Evidence from Chongqing," Technological Forecasting and Social Change, Elsevier, vol. 203(C).
    8. Kautish, Pradeep & Paço, Arminda & Thaichon, Park, 2022. "Sustainable consumption and plastic packaging: Relationships among product involvement, perceived marketplace influence and choice behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    9. Run Liu & Ziyue Qiu, 2022. "Urban Sustainable Development Empowered by Cultural and Tourism Industries: Using Zhenjiang as an Example," Sustainability, MDPI, vol. 14(19), pages 1-15, October.
    10. Chlupsa, Christian & Dietert, Tilko & Flori, Heiko & Herbrand, Marc & Istok, Ferdinand & Kocagöz, Orhan & Kraus, Hans & Ladnar, Nadine & Mendler, Josef & Mörtl, Timo & Ranig, Ragna & Rühl, Alexander &, 2023. "Nachhaltige Mobilität der Zukunft," KCFM Schriftenreihe, FOM Hochschule für Oekonomie & Management, KCFM KompetenzCentrum für Future Mobility, volume 1, number 1 edited by FOM Hochschule für Oekonomie & Management, KCFM KompetenzCentrum für Future Mobility.
    11. Natalia Porto & Matías Ciaschi, 2021. "Reformulating the tourism-extended environmental Kuznets curve: A quantile regression analysis under environmental legal conditions," Tourism Economics, , vol. 27(5), pages 991-1014, August.
    12. Nicholas Apergis & Konstantinos Gavriilidis & Rangan Gupta, 2023. "Does climate policy uncertainty affect tourism demand? Evidence from time-varying causality tests," Tourism Economics, , vol. 29(6), pages 1484-1498, September.
    13. Ti-An Chen, 2022. "Business Performance Evaluation for Tourism Factory: Using DEA Approach and Delphi Method," Sustainability, MDPI, vol. 14(15), pages 1-19, July.
    14. Cathrine Linnes & Jerome Agrusa & Giulio Ronzoni & Joseph Lema, 2022. "What Tourists Want, a Sustainable Paradise," Tourism and Hospitality, MDPI, vol. 3(1), pages 1-20, February.
    15. Uktam Umurzakov & Shakhnoza Tosheva & Raufhon Salahodjaev, 2023. "Tourism and Sustainable Economic Development: Evidence from Belt and Road Countries," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 14(1), pages 503-516, March.
    16. Tribe, John & Paddison, Brendan, 2023. "Critical tourism strategy," Annals of Tourism Research, Elsevier, vol. 98(C).
    17. Umut Ünal & Rıfgı Buğra Bağcı & Mertcan Taşçıoğlu, 2024. "The perfect combination to win the competition: Bringing sustainability and customer experience together," Business Strategy and the Environment, Wiley Blackwell, vol. 33(5), pages 4806-4824, July.
    18. Castaldo, Sandro & Ciacci, Andrea & Penco, Lara & Profumo, Giorgia, 2024. "Which trust layer better counterbalances the risk impact on travel intentions in a crisis scenario?," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    19. Md. Hasanur Rahman & Liton Chandra Voumik & Md. Jamsedul Islam & Md. Abdul Halim & Miguel Angel Esquivias, 2022. "Economic Growth, Energy Mix, and Tourism-Induced EKC Hypothesis: Evidence from Top Ten Tourist Destinations," Sustainability, MDPI, vol. 14(24), pages 1-16, December.
    20. Zhijian Bai & Yang Zhang, 2021. "Sustainability of Ski Tourism in China: An Integrated Model of Skiing Tourists’ Willingness to Pay for Environmental Protection," Sustainability, MDPI, vol. 13(16), pages 1-16, August.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:152:y:2022:i:c:p:128-143. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.