Tourist Satisfaction in Virtual Reality Immersive Experiences: Implications for the Tourism Industry


  • Yun HU Suan Sunandha Rajabhat University,Bangkok,Thailand
  • Chaithanaskorn Phawitpiriyakliti Suan Sunandha Rajabhat University,Bangkok,Thailand
  • Sid Terason Kasetsart University, Bangkok, Thailand


virtual immersion, tourism industry, tourist satisfaction, innovation impact


              This study investigates the impact of virtual reality (VR) on tourist perceptions and travel decisions through thematic analysis of interviews. It uncovers that VR enhances destination engagement by immersing users in virtual destinations, fostering emotional connections, and aiding in travel planning. Content quality and accessibility challenges are identified, with variations in VR content quality and accessibility barriers, primarily related to cost and high PC requirements. The study suggests practical implications for the tourism industry, potential mediation models linking VR to satisfaction, and implications for government policies and investments in VR technology. It also identifies future research avenues in VR tourism and highlights the potential for businesses to gain a competitive advantage by tailoring VR offerings. Ultimately, the study contributes to both theoretical knowledge and practical applications within the tourism industry, offering insights into enhancing tourist satisfaction and enriching travel experiences.


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