Virtual Reality (VR) has proven to be an important contribution to tourists' decision-making regarding a destination. This fact can be determinant, especially when tourists face some social limitation or restriction that conditions their participation in tourism activities. Therefore, we aim to understand whether the possibility of experiencing immersive wine tourism activities can encourage future visits, as well as the recommendation of the VR experience and the destination itself. To achieve our goal, we offered 405 participants an experimental VR experience with digital content about a wine tourism activity. The results showed that participants feel that the VR experience influences their behavioural intention towards the wine tourism destination. The satisfaction felt from the experience leads to a significant effect on the intention to visit and to recommend the destination and the VR activity. These findings suggest to wine tourism destination managers that VR can play an essential role in tourism management.

中文翻译：

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利用 VR 影响葡萄酒游客的决策：沉浸式体验对其行为意图的影响


事实证明，虚拟现实 (VR) 对游客做出目的地决策有重要贡献。这一事实可能具有决定性作用，特别是当游客面临一些限制其参与旅游活动的社会限制或约束时。因此，我们的目的是了解体验沉浸式葡萄酒旅游活动的可能性是否可以鼓励未来的参观，以及VR体验和目的地本身的推荐。为了实现我们的目标，我们为 405 名参与者提供了有关葡萄酒旅游活动的数字内容的实验性 VR 体验。结果表明，参与者认为 VR 体验影响了他们对葡萄酒旅游目的地的行为意图。体验带来的满足感会对参观、推荐目的地和 VR 活动的意愿产生显着影响。这些发现向葡萄酒旅游目的地管理者表明，虚拟现实可以在旅游管理中发挥重要作用。