Short answer

Prioritize high immersion and actively manage VR sickness in virtual reality marketing experiences to positively influence destination image and visit intentions.

Field: Human Factors
Source: International Journal of Contemporary Hospitality Management (2024)
Method: Quantitative empirical study using a laboratory setting and survey data.
Sample: 144 participants
Evidence: Strong effect

Highly immersive virtual reality experiences significantly improve a destination's image and increase the likelihood of a visit, provided that users do not experience significant virtual reality sickness. This human factors research insight is drawn from a 2024 study published in International Journal of Contemporary Hospitality Management. Using Quantitative empirical study using a laboratory setting and survey data. with 144 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Prioritize high immersion and actively manage VR sickness in virtual reality marketing experiences to positively influence destination image and visit intentions.

Study

Human FactorsRecentStrong effect

Virtual Reality Immersion Enhances Destination Image and Visit Intentions, Moderated by VR Sickness

International Journal of Contemporary Hospitality Management · 2024

Key Findings

01Sense of presence in VR is a key determinant of user experience.
02Positive user experience in VR leads to a better destination image and increased visit intentions.
03VR sickness moderates the relationship between sense of presence and user experience, particularly at lower immersion levels.

Application

Design takeaway

Prioritize high immersion and actively manage VR sickness in virtual reality marketing experiences to positively influence destination image and visit intentions.

How to apply

When developing VR marketing content for travel or tourism, invest in high-fidelity VR hardware and software to ensure deep immersion, and implement design strategies to reduce motion sickness, such as stable frame rates and user-controlled movement.

Project actions

01When designing a VR experience, consider how to make it feel as real as possible.
02Think about how to prevent users from feeling dizzy or nauseous while using the VR.

Method & Evidence

AimHow does the level of immersion in a virtual reality experience influence a user's perception of a destination's image and their intention to visit, and how are these relationships moderated by virtual reality sickness?

MethodQuantitative empirical study using a laboratory setting and survey data.

ProcedureParticipants experienced a destination in a virtual reality environment using different levels of immersive technology. Data on their experience, destination image, visit intentions, and VR sickness were collected and analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM).

Sample144 participants

ContextTourism marketing and virtual reality user experience.

Variables

IVLevel of immersion in VR experience

DVDestination image, Visit intentions

CVVirtual reality sickness, Destination familiarity

Strengths & Limitations

Strengths

+Empirically tests the impact of VR on destination perception.
+Investigates multiple moderating factors, providing a nuanced understanding.

Limitations

The effectiveness of VR might vary greatly depending on the specific destination being showcased and the target audience's prior experience with VR.

Reliability & validity

The use of PLS-SEM and a controlled laboratory setting likely enhances the reliability and internal validity of the findings regarding the relationships between the variables. However, external validity may be limited due to the specific sample and lab environment.

Think critically

To what extent can the positive effects of VR immersion on destination image be attributed to novelty rather than genuine persuasive power, and how might this influence long-term visit intentions?

Design Principles

"Maximize user presence and minimize simulator sickness in immersive digital experiences to enhance persuasive outcomes."

This research highlights the potential of virtual reality as a powerful tool in marketing and user engagement for destinations. Understanding the interplay between immersion, user experience, and potential negative side effects like VR sickness is crucial for designing effective and persuasive VR marketing campaigns.

What This Means for Your Design

Using VR to show people places can make them like the place more and want to visit, but only if the VR is really good and doesn't make them feel sick.

How to use in your project

1.Use this research to justify the use of VR in your design project and to inform the design choices you make to enhance immersion and reduce sickness.

Add to My Project

Quick Cite

Paragraph starter

This design project draws upon research indicating that immersive virtual reality experiences can significantly enhance destination image and visit intentions (Anaya‐Sánchez et al., 2024). The study by Anaya‐Sánchez et al. (2024) found that a strong sense of presence within VR directly contributes to a more positive user experience, which in turn positively influences perceptions of a destination and the likelihood of a visit. However, the research also highlights the critical moderating role of virtual reality sickness, suggesting that design choices aimed at maximizing immersion must be balanced with strategies to minimize discomfort, particularly in less advanced VR systems.

Source

International Journal of Contemporary Hospitality Management

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

journal · 2024

View source

Questions About This Research

What does the research say about virtual reality immersion enhances destination image and visit intentions, moderated by vr sickness?: Prioritize high immersion and actively manage VR sickness in virtual reality marketing experiences to positively influence destination image and visit intentions. Evidence: International Journal of Contemporary Hospitality Management (2024).
Why does "Virtual Reality Immersion Enhances Destination Image and Visit Intentions, Moderated by VR Sickness" matter for design?: This research highlights the potential of virtual reality as a powerful tool in marketing and user engagement for destinations. Understanding the interplay between immersion, user experience, and potential negative side effects like VR sickness is crucial for designing effective and persuasive VR marketing campaigns.
How can designers apply this research?: Prioritize high immersion and actively manage VR sickness in virtual reality marketing experiences to positively influence destination image and visit intentions.
What were the main findings?: Sense of presence in VR is a key determinant of user experience.. Positive user experience in VR leads to a better destination image and increased visit intentions.. VR sickness moderates the relationship between sense of presence and user experience, particularly at lower immersion levels.
What research method was used?: Quantitative empirical study using a laboratory setting and survey data. with 144 participants.
How strong is the evidence?: Evidence strength is rated Strong effect, based on a 2024 journal from International Journal of Contemporary Hospitality Management.
What should I do differently in my next project?: When developing VR marketing content for travel or tourism, invest in high-fidelity VR hardware and software to ensure deep immersion, and implement design strategies to reduce motion sickness, such as stable frame rates and user-controlled movement.
What are the limitations?: The study was conducted in a controlled laboratory setting, which may not fully replicate real-world usage. Destination familiarity was found to have no moderating effect in this specific study.