Serial mediation role of destination image: Will virtual reality replace the decision to visit offline destination?

Abstract

This study aims to evaluate the impact of virtual reality exposure on Instagram users’ decisions to visit physical locations and their perceptions of the destination. It also analyzes the mediating role of destination image on the phygical tourism intentions of Instagram users in Indonesia. This study employs a positivist paradigm and uses an explanatory research design to conduct an online survey about virtual reality experiences and outline respondents’ opinions about the decision to visit particular destination. Next, 280 millennial generation Instagram account followers responded to an online questionnaire; the data were analyzed using structural equation modeling. The criteria for respondents are Indonesian citizens who are Instagram followers and have virtual experience. Most respondents were between the ages of 23-32 years. The research findings indicate virtual reality positively and significantly affects destination image and offline visit decisions. Destination image has a positive and significant effect on offline visit decisions. Virtual reality encounters were incapable of substituting offline visits. The virtual reality encounter affects the perception of a destination and influences the decision to visit specific location in person. Destination images partially mediate the relationship between virtual reality experience and offline visit decisions. This study enhances the understanding of consumer behavior by examining its relationship with technological advancements, particularly among millennials. This paper also offers tangible contributions to tourism marketing management for destination managers. AcknowledgmentsThis publication is partly funded by the Directorate General of Higher Education. The authors also acknowledge the financial support from the Directorate General of Higher Education through Brawijaya University.