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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:

    1. 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.
    2. Sunarti & Isna Nusa Kumalasari & Andriani Kusumawati, 2024. "The Effectiveness of Marine Tourism Promotion to Increase Tourist Visits at Mutiara Beach Trenggalek by PaguyubanKakangMbakyu," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(5), pages 708-724, May.
    3. Arturo Molina-Collado & Mar Gómez-Rico & Marianna Sigala & María Victoria Molina & Evangelina Aranda & Yolanda Salinero, 2022. "Mapping tourism and hospitality research on information and communication technology: a bibliometric and scientific approach," Information Technology & Tourism, Springer, vol. 24(2), pages 299-340, June.
    4. 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.
    5. Madelene Blaer, 2023. "Interactive webcam travel: supporting wildlife tourism and conservation during COVID-19 lockdowns," Information Technology & Tourism, Springer, vol. 25(1), pages 47-69, March.
    6. Xiaohong Wu & Ivan Ka Wai Lai, 2022. "The use of 360-degree virtual tours to promote mountain walking tourism: stimulus–organism–response model," Information Technology & Tourism, Springer, vol. 24(1), pages 85-107, March.
    7. 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.
    8. Cowan, Kirsten & Ketron, Seth & Kostyk, Alena & Kristofferson, Kirk, 2023. "Can you smell the (virtual) roses? The influence of olfactory cues in virtual reality on immersion and positive brand responses," Journal of Retailing, Elsevier, vol. 99(3), pages 385-399.
    9. 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).

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