Virtual Reality as a Tool for Destination Marketing of Sustainable Tourism During the COVID-19 Pandemic

This study examines the utilization of virtual reality (VR) as a tool for promoting sustainable tourism amid the challenges posed by the COVID-19 pandemic. We distributed a questionnaire to a group of 249 students who were exposed to a video presentation showcasing low-impact tourism in Vietnam. The study outcomes reveal that the enjoyment derived from the VR experience amplifies the inclination of potential travellers to embark on trips. Contrary to our initial assumptions, this heightened enjoyment is not linked to the extent of immersion facilitated by VR technology. Surprisingly, we find that the degree of immersion, known as telepresence, has a positive influence on the intentions of practising social distancing. This, in turn, leads to a decrease in the desire to travel. Our findings suggest that during the pandemic, VR may be seen as a substitute for actual travel, rather than a motivator for it. This trend is particularly noticeable in a pandemic context, where the decision to maintain social distancing is driven by evaluations of potential threats and coping strategies. Although we expect these factors to weaken in a post-COVID era, the beneficial impact of telepresence provided by VR on social distancing intentions will continue to shape travellers’ intentions even after the pandemic has subsided.