The effect of virtual tourism experience on tourist responses: the lens from cognitive appraisal theory

Virtual reality (VR) can enhance a tourist's travel experience and the effectiveness of destination marketing. Drawing on cognitive appraisal theory, this study developed a theoretical framework that examined VR tourism interaction, immersion, sense of presence in relation to pleasure and arousal, and the effect of these emotional responses on behavioral intention. Our results showed that VR interactivity, immersion, and sense of presence influence users' emotional responses, however, the interactive experience has no positive effect on arousal, and arousal has no positive effect on behavioral intention. Our study contributes to the development of cognitive appraisal theory and suggests valuable practical recommendations for tourism marketing managers.