How Virtual Tourism Environment Influences Purchase Intention? The Role of Mental Imagery and Affective Forecasting

Abstract

Given the continuous advancement of information technologies in the presentation of online products, tourism practitioners have already increased the use of technology-mediated preview modes: web-based tours (2D) and virtual reality (VR). These digital technologies have influenced the way through which tourists search, book, plan, and experience travel (Beck & Egger, 2018). The existing body of tourism research has started to recognize the process of predicting future travel (Karl et al., 2021); however, far too little attention has been paid to affective forecasting in the tourism literature Specifically, drawing on the PAD model, this research proposes a model that examines the effect of mental imagery (in VR vs. 2D) on purchase intention through and affective forecasting, and the moderating role of temporal distance on the association betwwen mental imagery and purchase intention through affective forecasting. An experimental study was conducted and the research model was tested using PROCESS macro with a sample of 526 participants. The finding demonstrated that VR surpasses 2D as a destination marketing tool due to its ability to break the temporal distance, resulting in greater predicted pleasure, predicted arousal and predicted dominance, and purchase intention. This study offers valuable insights for tourism and hotel managers who are considering the use of VR technology compared to 2D.