Enhancing destination image through virtual reality technology: the role of tourists’ immersive experience

This study investigates the relationship between the immersive VR experience, destination cognitive image, destination affective image, and tourists’ travel intention. The sample of this research is 167 visitors of three tourist attractions of Isfahan Province in Iran, through 360-degree virtual reality videos. In order to collect research data, an online survey and convenience sampling methods were used. PLS-SEM was utilized to assess both the measurement and structural models. The findings indicated that among factors of external technical environment stimuli, media richness has a stronger effect on the formation of the destination’s cognitive image than the affective image. Also, perceived interactivity compared to media richness has a significant impact on the formation of the destination’s affective image. In addition, vision consistency as an internal technical environment stimulus has a positive effect on the formation of the cognitive and affective image of the destination. Finally, the affective image of the destination resulting from the immersive VR experience has a stronger effect on travel intention than the cognitive image.