Behavioural intentions through virtual reality from a destination image perspective

Purpose This study aims to investigate potential tourists’ behaviour regarding visiting and recommending a destination based on an image derived from a virtual reality (VR) model, including motivations for travel and place attachment. Design/methodology/approach The study had two phases and used both qualitative and quantitative methodological approaches. The qualitative approach consisted of a focus group conducted to obtain the most important attributes of the destination image. The quantitative approach, which consisted of a self-administered questionnaire, was distributed to all the participants following a VR experience to provide data to empirically test the hypotheses proposed in the conceptual model. Findings Motivations for travel positively influence the image of a destination in both its cognitive and affective dimensions. Also, the cognitive dimension of destination image influences affective dimension of destination image and both dimensions affect overall destination image. Moreover, destination image, cognitive dimension and affective dimensions influence place dependence and identity. In turn, place dependence and place identity positively influence intention to visit the destination, but not intention to recommend it. Finally, intention to recommend the destination is positively influenced by the intention to visit the destination. Research limitations/implications Due to the complexity of the overall experience, the sample was selected purposefully, and all participants belong to Generation Z. Extending this study to other generations would also be valuable. Originality/value Although the utility of VR for tourism marketing purposes has been one of the most researched areas during recent years, factors that could encourage tourists to visit destinations previously displayed in VR are not yet identified.