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Is virtual reality technology an effective tool for tourism destination marketing? A flow perspective

Hsuan Hsuan Chang (Department of Leisure and Recreation Management, Ming Chuan University, Taipei, Taiwan)
Chin Chung Chiang (Institute of Business and Management, National Yang Ming Chiao Tung University, Taipei, Taiwan)

Journal of Hospitality and Tourism Technology

ISSN: 1757-9880

Article publication date: 31 January 2022

Issue publication date: 10 June 2022




This study aims to investigate the effect of virtual reality (VR) as a communication tool for advertising on tourism destination image and the changes in destination attitude, clarifying how flow experience affects destination image, and examining how destination image mediates the effect of flow experience on attitude changes.


A survey was administered to collect data from 342 study participants who watched a tourism destination marketing video through HTC VR vive gear. A research model tested data collected from participants using confirmatory factor analysis and structural equation modeling by using partial least squares structural equation modeling software.


The results found that two factors (friendliness and telepresence) of flow experience in VR can positively affect destination image. Destination image has a significant indirect effect on how flow experience influences attitude change.


As tourism destinations are faced with strategic decisions about investment in different VR platforms or some other technologies, understanding how individuals respond to various VR stimuli is of practical importance. Therefore, this study’s findings provide valuable information for tourism industry practitioners.



本研究旨在探索虚拟现实(VR)作为一项营销沟通工具来研究对目的地形象, 目的地态度改变, 诠释心流体验如何对目的地形象的影响, 以及目的地形象在心流体验对态度改变的中介作用的影响。


本研究从342位观看了由HTC 提供的VR虚拟现实 VIVE 装备对旅游景区营销视频的参与者采集调研数据。调研数据由验证性因子分析和结构方程(PLS-SEM软件)来测试研究模型。




由于旅游目的地面临着关于投资于不同VR 平台或者其他科技工具的战略性决策, 了解个体如何对各种VR刺激因素进行反应变得尤其重要。因此本研究结论为旅游业内人士提供了有价值信息。



This research was funded by a grant from Ministry of Science and Technology, Taiwan (MOST 108-2410-H-130-035-SSS).


Chang, H.H. and Chiang, C.C. (2022), "Is virtual reality technology an effective tool for tourism destination marketing? A flow perspective", Journal of Hospitality and Tourism Technology, Vol. 13 No. 3, pp. 427-440.



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