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 rea...

Ausführliche Beschreibung

Gespeichert in:
Bibliographische Detailangaben
Veröffentlicht in:Current psychology (New Brunswick, N.J.) N.J.), 2024-07, Vol.43 (26), p.22454-22466
Hauptverfasser: Ghorbanzadeh, Davood, AlHamad, Ahmad Qasim Mohammad, Deng, Kuicthok Yak, Alkurdi, Ahmed Alaa Hani, Prasad, K. D. V., Sharbatiyan, Mohsen
Format: Artikel
Sprache:eng
Schlagworte:
Online-Zugang:Volltext
Tags: Tag hinzufügen
Keine Tags, Fügen Sie den ersten Tag hinzu!
container_end_page 22466
container_issue 26
container_start_page 22454
container_title Current psychology (New Brunswick, N.J.)
container_volume 43
creator Ghorbanzadeh, Davood
AlHamad, Ahmad Qasim Mohammad
Deng, Kuicthok Yak
Alkurdi, Ahmed Alaa Hani
Prasad, K. D. V.
Sharbatiyan, Mohsen
description 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.
doi_str_mv 10.1007/s12144-024-06007-3
format Article
fullrecord <record><control><sourceid>proquest_cross</sourceid><recordid>TN_cdi_proquest_journals_3084100734</recordid><sourceformat>XML</sourceformat><sourcesystem>PC</sourcesystem><sourcerecordid>3084100734</sourcerecordid><originalsourceid>FETCH-LOGICAL-c270t-345bf04396bc0a8f5c924f88878dcf588c63c81dc4d8bd8af584e93140c5c3423</originalsourceid><addsrcrecordid>eNp9kE1OwzAQhS0EEqVwAVaWWAfs2EkcdqgqP1IlNrC2XGeSukrtYjsV3XENrsdJcAkSOxYjj0bfe-N5CF1Sck0JqW4CzSnnGclTlWmQsSM0oTUrM14xdpx6wsuMMkpO0VkIa0JoVdb1BPVzu1JWG9vhBkI0VkXjLDYb1QGOK--GboV3xsdB9diD6k3c4wh6ZV3vuv1tYgB71wN2LY5u8CbE8PXxmRw24IPZAYb3LXgDVsM5OmlVH-Di952i1_v5y-wxWzw_PM3uFpnOKxIzxotlSziry6UmSrSFrnPeCiEq0ei2EEKXTAvaaN6IZSNUGnGoGeVEF5rxnE3R1ei79e5tSGfJdfqZTSslI4IfEmM8UflIae9C8NDKrU93-72kRB4YOaYqU6ryJ1XJkoiNopBg24H_s_5H9Q2uX307</addsrcrecordid><sourcetype>Aggregation Database</sourcetype><iscdi>true</iscdi><recordtype>article</recordtype><pqid>3084100734</pqid></control><display><type>article</type><title>Enhancing destination image through virtual reality technology: the role of tourists’ immersive experience</title><source>SpringerNature Journals</source><creator>Ghorbanzadeh, Davood ; AlHamad, Ahmad Qasim Mohammad ; Deng, Kuicthok Yak ; Alkurdi, Ahmed Alaa Hani ; Prasad, K. D. V. ; Sharbatiyan, Mohsen</creator><creatorcontrib>Ghorbanzadeh, Davood ; AlHamad, Ahmad Qasim Mohammad ; Deng, Kuicthok Yak ; Alkurdi, Ahmed Alaa Hani ; Prasad, K. D. V. ; Sharbatiyan, Mohsen</creatorcontrib><description>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.</description><identifier>ISSN: 1046-1310</identifier><identifier>EISSN: 1936-4733</identifier><identifier>DOI: 10.1007/s12144-024-06007-3</identifier><language>eng</language><publisher>New York: Springer US</publisher><subject>Behavioral Science and Psychology ; Media richness ; Psychology ; Social Sciences ; Virtual reality</subject><ispartof>Current psychology (New Brunswick, N.J.), 2024-07, Vol.43 (26), p.22454-22466</ispartof><rights>The Author(s), under exclusive licence to Springer Science+Business Media, LLC, part of Springer Nature 2024. Springer Nature or its licensor (e.g. a society or other partner) holds exclusive rights to this article under a publishing agreement with the author(s) or other rightsholder(s); author self-archiving of the accepted manuscript version of this article is solely governed by the terms of such publishing agreement and applicable law.</rights><lds50>peer_reviewed</lds50><woscitedreferencessubscribed>false</woscitedreferencessubscribed><cites>FETCH-LOGICAL-c270t-345bf04396bc0a8f5c924f88878dcf588c63c81dc4d8bd8af584e93140c5c3423</cites><orcidid>0000-0002-7083-5375 ; 0000-0003-3238-8241 ; 0000-0002-7941-7655</orcidid></display><links><openurl>$$Topenurl_article</openurl><openurlfulltext>$$Topenurlfull_article</openurlfulltext><thumbnail>$$Tsyndetics_thumb_exl</thumbnail><linktopdf>$$Uhttps://link.springer.com/content/pdf/10.1007/s12144-024-06007-3$$EPDF$$P50$$Gspringer$$H</linktopdf><linktohtml>$$Uhttps://link.springer.com/10.1007/s12144-024-06007-3$$EHTML$$P50$$Gspringer$$H</linktohtml><link.rule.ids>314,780,784,27924,27925,41488,42557,51319</link.rule.ids></links><search><creatorcontrib>Ghorbanzadeh, Davood</creatorcontrib><creatorcontrib>AlHamad, Ahmad Qasim Mohammad</creatorcontrib><creatorcontrib>Deng, Kuicthok Yak</creatorcontrib><creatorcontrib>Alkurdi, Ahmed Alaa Hani</creatorcontrib><creatorcontrib>Prasad, K. D. V.</creatorcontrib><creatorcontrib>Sharbatiyan, Mohsen</creatorcontrib><title>Enhancing destination image through virtual reality technology: the role of tourists’ immersive experience</title><title>Current psychology (New Brunswick, N.J.)</title><addtitle>Curr Psychol</addtitle><description>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.</description><subject>Behavioral Science and Psychology</subject><subject>Media richness</subject><subject>Psychology</subject><subject>Social Sciences</subject><subject>Virtual reality</subject><issn>1046-1310</issn><issn>1936-4733</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>2024</creationdate><recordtype>article</recordtype><recordid>eNp9kE1OwzAQhS0EEqVwAVaWWAfs2EkcdqgqP1IlNrC2XGeSukrtYjsV3XENrsdJcAkSOxYjj0bfe-N5CF1Sck0JqW4CzSnnGclTlWmQsSM0oTUrM14xdpx6wsuMMkpO0VkIa0JoVdb1BPVzu1JWG9vhBkI0VkXjLDYb1QGOK--GboV3xsdB9diD6k3c4wh6ZV3vuv1tYgB71wN2LY5u8CbE8PXxmRw24IPZAYb3LXgDVsM5OmlVH-Di952i1_v5y-wxWzw_PM3uFpnOKxIzxotlSziry6UmSrSFrnPeCiEq0ei2EEKXTAvaaN6IZSNUGnGoGeVEF5rxnE3R1ei79e5tSGfJdfqZTSslI4IfEmM8UflIae9C8NDKrU93-72kRB4YOaYqU6ryJ1XJkoiNopBg24H_s_5H9Q2uX307</recordid><startdate>20240701</startdate><enddate>20240701</enddate><creator>Ghorbanzadeh, Davood</creator><creator>AlHamad, Ahmad Qasim Mohammad</creator><creator>Deng, Kuicthok Yak</creator><creator>Alkurdi, Ahmed Alaa Hani</creator><creator>Prasad, K. D. V.</creator><creator>Sharbatiyan, Mohsen</creator><general>Springer US</general><general>Springer Nature B.V</general><scope>AAYXX</scope><scope>CITATION</scope><orcidid>https://orcid.org/0000-0002-7083-5375</orcidid><orcidid>https://orcid.org/0000-0003-3238-8241</orcidid><orcidid>https://orcid.org/0000-0002-7941-7655</orcidid></search><sort><creationdate>20240701</creationdate><title>Enhancing destination image through virtual reality technology: the role of tourists’ immersive experience</title><author>Ghorbanzadeh, Davood ; AlHamad, Ahmad Qasim Mohammad ; Deng, Kuicthok Yak ; Alkurdi, Ahmed Alaa Hani ; Prasad, K. D. V. ; Sharbatiyan, Mohsen</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-c270t-345bf04396bc0a8f5c924f88878dcf588c63c81dc4d8bd8af584e93140c5c3423</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>2024</creationdate><topic>Behavioral Science and Psychology</topic><topic>Media richness</topic><topic>Psychology</topic><topic>Social Sciences</topic><topic>Virtual reality</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Ghorbanzadeh, Davood</creatorcontrib><creatorcontrib>AlHamad, Ahmad Qasim Mohammad</creatorcontrib><creatorcontrib>Deng, Kuicthok Yak</creatorcontrib><creatorcontrib>Alkurdi, Ahmed Alaa Hani</creatorcontrib><creatorcontrib>Prasad, K. D. V.</creatorcontrib><creatorcontrib>Sharbatiyan, Mohsen</creatorcontrib><collection>CrossRef</collection><jtitle>Current psychology (New Brunswick, N.J.)</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Ghorbanzadeh, Davood</au><au>AlHamad, Ahmad Qasim Mohammad</au><au>Deng, Kuicthok Yak</au><au>Alkurdi, Ahmed Alaa Hani</au><au>Prasad, K. D. V.</au><au>Sharbatiyan, Mohsen</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>Enhancing destination image through virtual reality technology: the role of tourists’ immersive experience</atitle><jtitle>Current psychology (New Brunswick, N.J.)</jtitle><stitle>Curr Psychol</stitle><date>2024-07-01</date><risdate>2024</risdate><volume>43</volume><issue>26</issue><spage>22454</spage><epage>22466</epage><pages>22454-22466</pages><issn>1046-1310</issn><eissn>1936-4733</eissn><abstract>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.</abstract><cop>New York</cop><pub>Springer US</pub><doi>10.1007/s12144-024-06007-3</doi><tpages>13</tpages><orcidid>https://orcid.org/0000-0002-7083-5375</orcidid><orcidid>https://orcid.org/0000-0003-3238-8241</orcidid><orcidid>https://orcid.org/0000-0002-7941-7655</orcidid></addata></record>
fulltext fulltext
identifier ISSN: 1046-1310
ispartof Current psychology (New Brunswick, N.J.), 2024-07, Vol.43 (26), p.22454-22466
issn 1046-1310
1936-4733
language eng
recordid cdi_proquest_journals_3084100734
source SpringerNature Journals
subjects Behavioral Science and Psychology
Media richness
Psychology
Social Sciences
Virtual reality
title Enhancing destination image through virtual reality technology: the role of tourists’ immersive experience
url https://sfx.bib-bvb.de/sfx_tum?ctx_ver=Z39.88-2004&ctx_enc=info:ofi/enc:UTF-8&ctx_tim=2024-12-27T19%3A31%3A02IST&url_ver=Z39.88-2004&url_ctx_fmt=infofi/fmt:kev:mtx:ctx&rfr_id=info:sid/primo.exlibrisgroup.com:primo3-Article-proquest_cross&rft_val_fmt=info:ofi/fmt:kev:mtx:journal&rft.genre=article&rft.atitle=Enhancing%20destination%20image%20through%20virtual%20reality%20technology:%20the%20role%20of%20tourists%E2%80%99%20immersive%20experience&rft.jtitle=Current%20psychology%20(New%20Brunswick,%20N.J.)&rft.au=Ghorbanzadeh,%20Davood&rft.date=2024-07-01&rft.volume=43&rft.issue=26&rft.spage=22454&rft.epage=22466&rft.pages=22454-22466&rft.issn=1046-1310&rft.eissn=1936-4733&rft_id=info:doi/10.1007/s12144-024-06007-3&rft_dat=%3Cproquest_cross%3E3084100734%3C/proquest_cross%3E%3Curl%3E%3C/url%3E&disable_directlink=true&sfx.directlink=off&sfx.report_link=0&rft_id=info:oai/&rft_pqid=3084100734&rft_id=info:pmid/&rfr_iscdi=true