..., hedonic motivation and anthropomorphism have significant effects on tourists’ intention to use VR, with performance expectancy, effort expectancy and emotional engagement being mediators between them. Immersion, interactivity and technical expertise strengthen the use through enhanced user experience...

...Shanshan Lin; Yuting Ren; Shun Ye; Shihan Ma; Xinyu Hu Purpose The purpose of this study is to examine how interactive video features influence Generation Z’s psychological states and travel intentions. This study introduces a framework in which three interactivity attributes – responsiveness, two...

... participants in the hotel VR commercial group. Findings The study revealed that VR commercials generate a higher level of vividness and interactivity among customers, which positively influence attitudes toward the ad, brand attitude and booking intention. Moreover, the findings showed that in the virtual...