The effects of virtual reality travel on satisfaction and visiting intention utilizing an extended stimulus-organism-response theory: perspectives from Thai tourists

Purpose This study investigates how virtual reality (VR) travel attributes (e.g. sense and quality of information) influence spectators' flow experience, how emotion and past experience affect enjoyment and examines the impact of flow experience and enjoyment on satisfaction and booking or visiting intention. Design/methodology/approach The VR tour stimuli were fabricated using scenic views from the National Aquarium in the USA. Participants were equipped with Matterport VR and audio headsets and started their virtual travel. Once the participants completed their VR tours, they were asked to complete the questionnaire. Using the stimulus-organism-response theory, 303 valid responses were analyzed using partial least square structural equation modeling (PLS-SEM). Findings The results showed that the sense and quality of information in VR travel positively and significantly impacted the flow experience. Moreover, emotions and past experiences positively and significantly influenced the enjoyment of VR travel. Similarly, flow experience and enjoyment positively and significantly affect satisfaction. However, satisfaction with VR-related tourism experiences negatively affects users' bookings and visiting intentions. Practical implications This study concludes that, from Thai tourists' perspectives, virtual travel should be used as a solution only during the pandemic because, in the long term it can cause a loss to the business chain in the tourism industry. Originality/value To the best of the authors' knowledge, no prior research has examined the influence of past experiences and emotions on satisfaction with VR travel.