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Virtual reality and mental imagery towards travel inspiration and visit intention.

Assiouras, I., Giannopoulos, A., Mavragani, E. and Buhalis, D., 2024. Virtual reality and mental imagery towards travel inspiration and visit intention. International Journal of Tourism Research, 26 (2), e2646.

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DOI: 10.1002/jtr.2646

Abstract

The study examines the relationship between virtual reality (VR)-facilitated mental imagery and travellers' intention to visit a destination. A serial mediation process through travel inspiration (inspired-by and inspired-to) is proposed as a psychological mechanism able to explain the positive relationship of elaboration and quality of mental imagery with visit intentions. VR users were recruited through Prolific Academic. The findings demonstrate that VR-facilitated elaboration of mental imagery increases travel inspiration and consequently visit intention. However, the importance of mental imagery quality is much lower. The paper contributes to the literature of pre-travel VR experience by exploring the role of travel inspiration.

Item Type:Article
ISSN:1099-2340
Uncontrolled Keywords:destination marketing; elaboration of mental imagery; quality of mental imagery; travel inspiration; virtual reality; visit intention
Group:Bournemouth University Business School
ID Code:39749
Deposited By: Symplectic RT2
Deposited On:29 Apr 2024 08:03
Last Modified:29 Apr 2024 08:03

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