Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/77417
Title: Virtual reality, presence, and attitude change : empirical evidence from tourism
Authors: Tussyadiah, IP
Wang, D 
Jung, TH
tom, Dieck, MC
Keywords: Attitude change
Persuasion
Persuasive technology
Presence
Tourism marketing
Virtual reality
Issue Date: 2018
Publisher: Pergamon Press
Source: Tourism management, 2018, v. 66, p. 140-154 How to cite?
Journal: Tourism management 
Abstract: The rapid development of virtual reality (VR) technology offers opportunities for a widespread consumption of VR tourism content. It also presents challenges to better understand the effectiveness of VR experience in inducing more favorable attitude toward tourism destinations and shaping visitation intention. Based on two studies, one conducted in Hong Kong with 202 participants and another in the United Kingdom with 724 participants, this research identified several positive consequences of the sense of presence in VR experiences. First, the feeling of being in the virtual environment increases enjoyment of VR experiences. Second, the heightened feeling of being there results in stronger liking and preference in the destination. Third, positive attitude change leads to a higher level of visitation intention. Therefore, this study provides empirical evidence to confirm the effectiveness of VR in shaping consumers’ attitude and behavior.
URI: http://hdl.handle.net/10397/77417
ISSN: 0261-5177
EISSN: 1879-3193
DOI: 10.1016/j.tourman.2017.12.003
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