... destinations. In nonrealistic VR travel scenes, this study introduces a novel concept − surreal experience − which drives tourists to explore these scenes and use VR to travel. Moreover, this study emphasizes the significance of avatars in enhancing VR tourism experience. Originality/value This study...

..., and the subsequent effect on tourists’ word-of-mouth (WOM) and VR continuance intention. Design/methodology/approach The research model was tested using self-administrated survey data from 285 Chinese tourists who were experienced in travel and VR tourism activities. Partial least squares–structural equation...