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 of the immersion level of the technology, destination familiarity and VR sickness.

Design/methodology/approach

An empirical study was conducted in a laboratory, using two types of immersive VR technologies. The data, collected through a personal survey of 144 participants, were analysed using PLS-SEM.

Findings

The results indicated that sense of presence is a crucial determinant of the user’s experience, which in turn contributed positively to destination image and visit intentions. VR sickness was observed to moderate the relationship between sense of presence and user experience, especially at low immersion levels. Destination familiarity did not influence the model’s relationships.

Practical implications

The findings lead us to propose that tourism destination managers: use immersive VR technologies in their marketing strategies; in these VR scenarios enhance the user’s sense of presence and experience and implement segmentation strategies.

Originality/value

This is one of the first works to empirically analyse how the customer’s experience of immersive technologies affects destination image and visit intentions. The study also evaluates three moderating effects: the effects of the level of immersion evoked by the technology, and destination familiarity, on the model’s relationships, and the effects of a negative aspect of the technology, VR sickness, on the relationship between sense of presence and the customer experience.

中文翻译：

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虚拟现实体验对目的地形象和访问意图的影响：沉浸感、目的地熟悉度和疾病的调节作用

 目的

本研究的目的是探讨在虚拟现实（VR）技术环境中“访问”目的地的体验如何影响目的地形象和访问意图，并评估技术沉浸水平、目的地熟悉度和VR的调节作用疾病。

设计/方法论/途径

在实验室中使用两种沉浸式 VR 技术进行了实证研究。这些数据是通过对 144 名参与者进行个人调查收集的，并使用 PLS-SEM 进行分析。

 发现

结果表明，存在感是用户体验的关键决定因素，进而对目的地形象和访问意图产生积极影响。据观察，VR 眩晕感会调节临场感和用户体验之间的关系，尤其是在低沉浸感水平下。目的地熟悉程度不会影响模型的关系。

 实际影响

研究结果使我们建议旅游目的地管理者： 在营销策略中使用沉浸式 VR 技术；在这些VR场景中增强用户的存在感和体验感并实施细分策略。

 原创性/价值

这是首批实证分析客户对沉浸式技术的体验如何影响目的地形象和访问意图的作品之一。该研究还评估了三种调节效应：技术引发的沉浸水平和目的地熟悉度对模型关系的影响，以及技术的负面影响（VR 晕眩感）对存在感之间关系的影响。和客户体验。