Title

VR in Tourism: A New Call for Virtual Tourism Experience amid and after the COVID-19 Pandemic

Keywords

Attitudes; COVID-19; tourism; virtual experience; virtual reality; VR

Abstract

Virtual reality has become a more common phenomenon in both destination marketing and on-site experience. The recent challenges such as overtourism and the COVID-19 pandemic have created a pressing need to examine virtual tourism as an alternative to traditional travel. This conceptual article aims at clarifying virtual experience in tourism, discussing the main antecedents and outcomes of virtual experience, and proposing a conceptual model of virtual tourism experience. The review of the literature revealed that virtual experience in tourism is influenced by factors related to information, quality, technology acceptance, and affective involvement and has significant effects on tourists' attitudes and behavioral intentions. This paper contributes to knowledge and practice by classifying the main groups of factors influencing virtual tourism experience, introducing the conceptual model, discussing opportunities for future research, and providing recommendations for tourism practitioners.

Publication Date

3-1-2022

Original Citation

Godovykh, M., Baker, C., & Fyall, A. (2022). VR in Tourism: A New Call for Virtual Tourism Experience amid and after the COVID-19 Pandemic. Tourism & Hospitality (2673-5768), 3(1), 265–275. https://doi.org/10.3390/tourhosp3010018

Document Type

Paper

Language

English

Source Title

Tourism and Hospitality

Volume

3

Issue

1

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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