Virtual reality, presence, and attitude change: Empirical evidence from tourism

Iis P. Tussyadiah, Dan Wang, Timothy H. Jung, M. Claudia tom Dieck

Research output: Journal article publicationJournal articleAcademic researchpeer-review

592 Citations (Scopus)


The rapid development of virtual reality (VR) technology offers opportunities for a widespread consumption of VR tourism content. It also presents challenges to better understand the effectiveness of VR experience in inducing more favorable attitude toward tourism destinations and shaping visitation intention. Based on two studies, one conducted in Hong Kong with 202 participants and another in the United Kingdom with 724 participants, this research identified several positive consequences of the sense of presence in VR experiences. First, the feeling of being in the virtual environment increases enjoyment of VR experiences. Second, the heightened feeling of being there results in stronger liking and preference in the destination. Third, positive attitude change leads to a higher level of visitation intention. Therefore, this study provides empirical evidence to confirm the effectiveness of VR in shaping consumers’ attitude and behavior.

Original languageEnglish
Pages (from-to)140-154
Number of pages15
JournalTourism Management
Publication statusPublished - 1 Jun 2018


  • Attitude change
  • Persuasion
  • Persuasive technology
  • Presence
  • Tourism marketing
  • Virtual reality

ASJC Scopus subject areas

  • Development
  • Transportation
  • Tourism, Leisure and Hospitality Management
  • Strategy and Management


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