...Michele Di Dalmazi; Marco Mandolfo; Jaime Guixeres; Mariano Alcañiz Raya; Lucio Lamberti Purpose This paper aims to investigate the effectiveness of immersive virtual reality (VR) media and the influence of user’s age in the context of destination marketing by exploring their impact on cognition...

...Rafael Anaya-Sánchez; Francisco Rejón-Guardia; Sebastian Molinillo Purpose The aims of this study are to explore how the experience of “visiting” a destination in a virtual reality (VR) technology environment influences destination image and visit intentions and to evaluate the moderating effects...

...Rab Nawaz Lodhi; Muhammad Asif; Carla Del Gesso; Cihan Cobanoglu Purpose This qualitative study aims to investigate the critical success factors (CSFs) driving the adoption of virtual reality (VR) in the hospitality industry, shedding light on key determinants for successful implementation...

... and communications. Over time, this analysis methodology can be used to track the evolving public perceptions of Metaverse tourism. Metaverse tourism Virtual reality Big data Thematic analysis Sentiment analysis Emotion analysis Figure 1. Integrating TAM and DIT to examine public attitudes...

...M. S. Balaji; Yangyang Jiang; Yogesh K. Dwivedi; Abhishek Behl; Kokil Jain Purpose This paper aims to explore the effectiveness of 360-degree virtual reality (VR) videos compared to traditional preview modes in shaping customer perceptions and behavioral intentions toward the hospitality service...

...). This section explains the theories used in this study to understand the framework and relationships between the concepts. Augmented reality Virtual reality Telepresence Emotions Metacognitive experience Responsible travel Natural heritage sites Emotion Sustainable practices are crucial...

...Christos Pantelidis; M. Claudia tom Dieck; Timothy Hyungsoo Jung; Paul Smith; Amanda Miller Purpose The purpose of this study is to explore from a place attachment (PA) theory perspective the extent to which and how, a fully immersive virtual reality (VR) experience enhances tourists’ attachment...

...Hongxiao Yu; Haemoon Oh; Kuo-Ching Wang Purpose This study aims to examine the underlying emotional process that explains how context-specific stimuli involved in virtual reality (VR) destinations translate into presence perceptions and behavioral intentions. Design/methodology/approach...

...Maher Georges Elmashhara; Marta Blazquez; Jorge Julião Purpose This study aims to investigate the influence of different virtual fashion styles on attitude and satisfaction within virtual reality (VR) tourism experiences. The investigation considers the mediating effect of perceived attractiveness...

... elucidates the impacts of Metaverse on hospitality management, rooted in the previous literature in value co-creation and technology-enhanced experience. Metaverse Augmented reality Virtual reality Mixed reality Co-creation Hospitality Hospitality consumer value or experience has been...

... Licensed re-use rights only This study aims to apply theory on consumer learning in virtual experiences to compare how media technologies (i.e. virtual reality [VR] and standard websites) and users’ gender influence the ways in which tourists gather pre-purchase information. A laboratory...

...‐scale, interactive virtual reality (VR) technology that allows high‐fidelity representations of real environments, the authors created a navigable, photo‐realistic three‐dimensional model of a restaurant waiting area. Through an experimental study which manipulated crowding levels in the VR restaurant...