How Negative Framing Affects VR Tourism Adoption: Exploring the Role of Travel Anxiety During Crisis Events

• Published in: Journal of travel research 2024-02
• Main Authors: Malodia, Suresh, Otterbring, Tobias, Taheri, Babak, Dhir, Amandeep
• Format: Article
• Language: English
• ISSN: 0047-2875; 1552-6763
• DOI: 10.1177/00472875241234387

This study investigates the impact of information framing (negative vs. positive) on the adoption of virtual reality (VR) tourism applications amidst various crisis events such as pandemics, natural disasters, political unrest, or terrorism. Using three experiments, we found that negatively framed information increases travel anxiety and the adoption of VR tourism more than positive framing, a pattern consistent across different crisis events. Travel anxiety, rather than perceived risk, was identified as the mediator in the relationship between information framing and VR tourism adoption. These insights are valuable for tourism marketers, policymakers, VR technology developers, and destination management organizations. They highlight the need for strategic information management during crises to influence traveler decisions and the potential of VR tourism as a tool for enhancing crisis resilience. These results also contribute to a deeper understanding of the dynamics between information framing, travel anxiety, and perceived risk in shaping tourism preferences and choices.