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Virtual reality and tourism marketing: conceptualizing a framework on presence, emotion, and intention

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  • Ryan Yung
  • Catheryn Khoo-Lattimore
  • Leigh Ellen Potter

Abstract

In a post-COVID landscape, building interest and evoking positive emotions toward tourism products are vital for destination recovery. As a result, interest and opportunity for the use of immersive technologies such as virtual reality (VR) for tourism marketing has intensified. Despite the ubiquity of presence as a concept in VR research, exploring and adapting presence for tourism marketing remains in infancy. In particular, there is still limited understanding of the importance and interplay of the determinants of presence. Through a critical review of presence research in ICT, education, psychology, psychiatry, marketing, and tourism, this paper establishes a comprehensive conceptual framework (named PEI framework) encompassing the determinants (immersion, engagement, sensory fidelity) and consequences of presence (P) on emotional response (E) and behavioural intention (I). This paper also found that presence research remains a disparate body of work. Frameworks and measures from which to bridge disciplines and contexts remain nascent. The interplay between presence determinants and their effects on emotional response, shown to be context-dependant in this review of presence VR research, has yet to be tested or theorized in tourism research. Suggestions for advancing the framework, both context and method-wise, are made for future VR research.

Suggested Citation

  • Ryan Yung & Catheryn Khoo-Lattimore & Leigh Ellen Potter, 2021. "Virtual reality and tourism marketing: conceptualizing a framework on presence, emotion, and intention," Current Issues in Tourism, Taylor & Francis Journals, vol. 24(11), pages 1505-1525, June.
    • Handle: RePEc:taf:rcitxx:v:24:y:2021:i:11:p:1505-1525
    DOI: 10.1080/13683500.2020.1820454
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    Cited by:

    1. Junwei Chen & Xiaohong Wu & Ivan Ka Wai Lai, 2023. "A Systematic Literature Review of Virtual Technology in Hospitality and Tourism (2013–2022)," SAGE Open, , vol. 13(3), pages 21582440231, August.
    2. Schirpke, Uta & Ghermandi, Andrea & Sinclair, Michael & Van Berkel, Derek & Fox, Nathan & Vargas, Leonardo & Willemen, Louise, 2023. "Emerging technologies for assessing ecosystem services: A synthesis of opportunities and challenges," Ecosystem Services, Elsevier, vol. 63(C).
    3. Jin Pyo Lee & Hanhyeok Jang & Yeonwoo Jang & Hyeonseo Song & Suwoo Lee & Pooi See Lee & Jiyun Kim, 2024. "Encoding of multi-modal emotional information via personalized skin-integrated wireless facial interface," Nature Communications, Nature, vol. 15(1), pages 1-13, December.
    4. 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.
    5. Minglu Wang & Shanshan Liu & Lingling Hu & Jong-Yoon Lee, 2023. "A Study of Metaverse Exhibition Sustainability on the Perspective of the Experience Economy," Sustainability, MDPI, vol. 15(12), pages 1-14, June.

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