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Virtual reality tourism to satisfy wanderlust without wandering

Author

Listed:
  • Shalini Talwar

    (SPJIMR - S. P. Jain Institute of Management and Research)

  • Puneet Kaur

    (UiB - University of Bergen, NWU - North-West University [Vaal Triangle Campus, Vanderbijlpark, South Africa])

  • Octavio Escobar

    (EM Normandie - École de Management de Normandie)

  • Sai Lan

    (EM - EMLyon Business School)

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

  • Shalini Talwar & Puneet Kaur & Octavio Escobar & Sai Lan, 2022. "Virtual reality tourism to satisfy wanderlust without wandering," Post-Print hal-04325590, HAL.
    • Handle: RePEc:hal:journl:hal-04325590
    DOI: 10.1016/j.jbusres.2022.07.032
    Note: View the original document on HAL open archive server: https://hal.science/hal-04325590
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    References listed on IDEAS

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    1. 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.
    2. Guttentag, Daniel A., 2010. "Virtual reality: Applications and implications for tourism," Tourism Management, Elsevier, vol. 31(5), pages 637-651.
    3. 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).
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