...Manfei Yao; Sedigheh Moghavvemi Purpose While virtual reality ( VR ) is widely used in destination marketing for its immersive features, concerns are growing that its novelty effect may be fading. This study aims to explore how VR-based cultural experiences foster destination curiosity, a key...

...Lan Li; Min Liu; Yuling Zhang; Xuexin Lai Purpose Virtual reality ( VR ) as an emerging technology has been used to enhance digital museum experiences. However, limited research has investigated the factors that motivate users’ on-site travel intentions (OTIs). This study aims to integrate...

... 20 04 2025 19 06 2025 28 08 2025 29 08 2025 © 2025 Emerald Publishing Limited 2025 Emerald Publishing Limited Licensed re-use rights only Metaverse tourism 4E Technology acceptance model Virtual reality Experience design Emotion South Korea 元宇宙旅游、4e理论、技术接受...

...Aditya Nugroho Purpose This study aims to explain and provide directions for non-immersive Virtual Reality (niVR) applications as a viable substitute for immersive VR technology, which is costly and challenging to integrate in the tourism sector. Design/methodology/approach Participants...

... collected data, through questionnaires, from 425 visitors who had experienced virtual reality (VR) technology in the museum. The data was then analyzed by using the maximum likelihood estimate for structural equation modeling. Findings Technology embodiment and technology attachment have significant...

..., service automation and virtual reality. More specifically, the authors intend to highlight the current state of research on this topic, present the findings within a conceptual framework and propose a research agenda. Design/methodology/approach The relevant literature was extracted using two major...

...Wajdy Omran; Ricardo F. Ramos; Beatriz Casais Purpose This study consolidates insights on the role of virtual reality (VR) and augmented reality (AR) in tourism engagement (TE). In addition, it suggests new directions for research in tourism and hospitality. Design/methodology/approach A hybrid...

...Sezer Yersüren; Çağıl Hale Özel Purpose This study aims to investigate the effect of virtual reality experience quality on destination visit intention and virtual reality travel intention through the technology acceptance model (TAM). Design/methodology/approach Quantitative data gathered from...

...Anil Bilgihan; Peter Ricci Purpose This paper aims to explore the impact of emerging technologies, such as virtual reality, voice search, artificial intelligence, robotics and the Metaverse on hotel sales, marketing and revenue optimization. Design/methodology/approach This paper uses a combination...

...Wilson K.S. Leung; Man Lai Cheung; Man Kit Chang; Si Shi; Sin Yan Tse; Lenny Yusrini Purpose This study aims to examine the impact of virtual reality (VR) interactivity elements, including synchronicity, two-way communication and active control, on tourists’ VR memorable experiences...

...Tsz-Wai Lui; Lakshmi Goel Purpose Training is one of the key dimensions of internal marketing. Virtual reality (VR), a computer technology that replicates an environment (real or imagined) and simulates a user’s physical presence in that environment to allow for user interaction, offers unique...

...Hsuan Hsuan Chang; Chin Chung Chiang Purpose This study aims to investigate the effect of virtual reality (VR) as a communication tool for advertising on tourism destination image and the changes in destination attitude, clarifying how flow experience affects destination image, and examining how...

..., such as the development of extended reality (XR), has transformed the customer journey to include more engaging and immersive experiences (Hoyer et al., 2020 ; McColl-Kennedy et al., 2019). XR, which includes virtual reality (VR), augmented reality (AR) and mixed reality (MR), refers to computer...

...Xiaoting Huang; Chun Liu; Chun LIU; Zhenda Wei; Xi Y. Leung Purpose Drawn from flow theory, this study aims to explore children’s flow experiences in virtual reality (VR) by examining the relationships between VR experience length, arousal and flow experience (time estimation and enjoyment). Design...

...Sungsik Yoon; Mehmet Erdem; Markus Schuckert; Patrick C. Lee Purpose The current study aims to investigate hotel guests’ intention to use virtual reality (VR) and willingness to pay more for hotels that have VR applications (e.g. virtual room tour) when booking a hotel. Design/methodology/approach...

...Jiaying Lyu; Xi Leung; Billy Bai; Marla Stafford Purpose This paper aims to examine the effectiveness of two types of hotel commercials [virtual reality (VR) versus traditional commercials] by proposing and testing a presence-mediated model along with gender effects. Design/methodology/approach...

...Kai Israel; Christopher Zerres; Dieter K. Tscheulin Purpose The purpose of this study is to investigate the effects of telepresence while using a smartphone-based virtual reality system (SBVR) to explore a hotel virtually and to determine the influence of this immersive experience on the booking...

...Wei Wei Purpose This paper aims to examine the main developments of virtual reality (VR) and augmented reality (AR) research in hospitality and tourism. It also aims to pinpoint fruitful directions for tourism and hospitality research on VR and AR applications. Design/methodology/approach...

...Sérgio Moro; Paulo Rita; Pedro Ramos; Joaquim Esmerado Purpose Virtual reality (VR) and augmented reality (AR) are two technological breakthroughs that stimulate reality perception. Both have been applied in tourism contexts to improve tourists’ experience. This paper aims to frame both AR and VR...