Virtual reality experiences, attachment and experiential outcomes in tourism

Purpose The purpose of this study is to examine the structural relationships between the dimensions of virtual reality (VR) experiences (immersion, interaction, usability and illusion), the dimensions of VR attachment (VR dependence, VR identity, VR affect and VR familiarity) and the dimensions of VR experiential outcomes (VR experiential satisfaction, VR experiential loyalty and VR experiential advocacy). Design/methodology/approach A total of 490 visitors who tried 360 VR travel video games in the TripMoment VR were surveyed. Findings In this study, there are positive relationships between VR experiential satisfaction and immersion, interaction, illusion, as well as VR identity, VR affect and VR familiarity. In addition, VR experiential satisfaction has a positive relationship with VR experiential loyalty. In addition, VR experiential advocacy has a positive relationship with both VR experiential satisfaction and VR experiential loyalty. Practical implications The results show that tourism operators should focus on increasing VR experiential satisfaction and experiential loyalty to enable visitors to have intentions to advocate their VR experiences. Originality/value This paper provides the data that lead to a better understanding of the relationship between the dimensions of VR experiences, VR attachment and VR experiential outcomes in the tourism industry.