Integrating virtual reality devices into the body: effects of technological embodiment on customer engagement and behavioral intentions toward the destination

Virtual reality devices create a high integration of technologies with human senses. However, few studies analyze how embodied technologies affect customer pre-experiences with a destination. Results from a lab experiment show that compared to desktop PC and mobile phones, VR head-mounted displays g...

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Bibliographic Details
Published in:Journal of travel & tourism marketing 2019-09, Vol.36 (7), p.847-863
Main Authors: Flavián, Carlos, Ibáñez-Sánchez, Sergio, Orús, Carlos
Format: Article
Language:English
Subjects:
active tourism
behavioral intentions
destination marketing
engagement
immersion
sensory stimulation
SOR model
technological embodiment
tourist pre-experiences
Virtual reality
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Summary:Virtual reality devices create a high integration of technologies with human senses. However, few studies analyze how embodied technologies affect customer pre-experiences with a destination. Results from a lab experiment show that compared to desktop PC and mobile phones, VR head-mounted displays generate more immersive experiences, higher sensory stimulation, more engagement, and higher behavioral intentions toward the destination. Immersion and sensory stimulation mediate the effects of technological embodiment on engagement and behavioral intentions. Furthermore, active (versus passive) tourism content strengthens these effects. Our results stress the role of technological embodiment to generate effective pre-experiences with potential tourists' destinations.
ISSN:1054-8408
1540-7306
DOI:10.1080/10548408.2019.1618781