The effectiveness of social elements in virtual reality tourism: A mental imagery perspective

In this study, we introduced Stimulus-Organism-Response (S–O-R) theory, social perceptions, and para-social interaction concepts to construct a path model from the perspective of mental imagery. The model is designed to reveal the influence of virtual social elements on virtual reality (VR) tourism effects, including attachment to VR and visit intention. We tested three versions of VR travel environments independently using a head-mounted display (HMD) and an integrated eye-tracking device. A total of 254 participants took part in the experiment. We analyzed the experimental data using variance analysis and PLS-SEM analysis. Our results show that both the quantity (multiple vs. few) and dynamism (dynamic vs. static) of virtual social elements positively affect consumers' social perceptions and formation of mental imagery. Additionally, mental imagery serve as a conduction mechanism that positively affects VR tourism. Our findings may have important implications for marketers regarding approaches to improving VR tourism by incorporating social elements into the VR preview environment.