Impact of virtual reality experiences on destination image and visit intentions: the moderating effects of immersion, destination familiarity and sickness

Purpose The aims of this study are to explore how the experience of “visiting” a destination in a virtual reality (VR) technology environment influences destination image and visit intentions and to evaluate the moderating effects of the immersion level of the technology, destination familiarity and VR sickness. Design/methodology/approach An empirical study was conducted in a laboratory, using two types of immersive VR technologies. The data, collected through a personal survey of 144 participants, were analysed using PLS-SEM. Findings The results indicated that sense of presence is a crucial determinant of the user’s experience, which in turn contributed positively to destination image and visit intentions. VR sickness was observed to moderate the relationship between sense of presence and user experience, especially at low immersion levels. Destination familiarity did not influence the model’s relationships. Practical implications The findings lead us to propose that tourism destination managers: use immersive VR technologies in their marketing strategies; in these VR scenarios enhance the user’s sense of presence and experience and implement segmentation strategies. Originality/value This is one of the first works to empirically analyse how the customer’s experience of immersive technologies affects destination image and visit intentions. The study also evaluates three moderating effects: the effects of the level of immersion evoked by the technology, and destination familiarity, on the model’s relationships, and the effects of a negative aspect of the technology, VR sickness, on the relationship between sense of presence and the customer experience.