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Does virtual reality attract visitors? The mediating effect of presence on consumer response in virtual reality tourism advertising

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  • Wai Han Lo

    (Hong Kong Baptist University)

  • Ka Lun Benjamin Cheng

    (Hong Kong Baptist University)

Abstract

An experimental study was conducted to test the mediating effect of presence on the consumer response to tourism promotion using virtual reality (VR) technology. Hong Kong college students (N = 203) were assigned to three experimental groups in which they were exposed to a hotel advertorial on an online blog, a VR 360° video on a mobile phone, or a VR 360° video using Google Cardboard goggles. The results supported the hypothesis that presence plays a mediating role in the relationship between the use of VR in tourism advertising and consumer response. As one of the first studies in the tourism field to investigate the effects of a virtual depiction of a real-world environment on consumption intentions, the findings reveal how VR technology can be used to promote a hotel by generating a sense of presence. This study makes a further contribution to the VR literature by finding that the use of Cardboard goggles did not produce a significantly greater sense of presence in the experience of advertorial viewers. The theoretical contributions and practical implications of the findings for the use of VR technology in branding and promotion are discussed.

Suggested Citation

  • Wai Han Lo & Ka Lun Benjamin Cheng, 2020. "Does virtual reality attract visitors? The mediating effect of presence on consumer response in virtual reality tourism advertising," Information Technology & Tourism, Springer, vol. 22(4), pages 537-562, December.
    • Handle: RePEc:spr:infott:v:22:y:2020:i:4:d:10.1007_s40558-020-00190-2
    DOI: 10.1007/s40558-020-00190-2
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    References listed on IDEAS

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    Cited by:

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    6. Sadamali Jayawardena, Nirma & Thaichon, Park & Quach, Sara & Razzaq, Ali & Behl, Abhishek, 2023. "‘The persuasion effects of virtual reality (VR) and augmented reality (AR) video advertisements: A conceptual review’," Journal of Business Research, Elsevier, vol. 160(C).
    7. Biqiang Liu & Anna Kralj & Brent Moyle & Yaoqi Li, 2024. "Developing 360-degree stimuli for virtual tourism research: a five-step mixed measures procedure," Information Technology & Tourism, Springer, vol. 26(3), pages 485-519, September.
    8. Maksim Godovykh & Carissa Baker & Alan Fyall, 2022. "VR in Tourism: A New Call for Virtual Tourism Experience amid and after the COVID-19 Pandemic," Tourism and Hospitality, MDPI, vol. 3(1), pages 1-11, February.
    9. Debolina Dutta & Yuvaraj Srivastava & Eshmeeta Singh, 2023. "Metaverse in the tourism sector for talent management: a technology in practice lens," Information Technology & Tourism, Springer, vol. 25(3), pages 331-365, September.

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