Original scientific paper
https://doi.org/10.37741/t.73.2.5
Virtual Travel Experience and Destination Marketing: Do Well-Crafted Contents of Virtual Reality Matter for Authentic Customer Experience and User Satisfaction?
Huma Bano Adeel
; University of Central Punjab, Johar Town Lahore, Pakistan
Rab Nawaz Lodhi
orcid.org/0000-0001-5330-4962
; z, PhD, Associate Professor, University of Punjab, Quaid-e-Azam Campus Lahore, Pakistan
Minwoo Lee
; University of Houston, Houston, Texas USA
Faizan Ali
; University of South Florida, Florida, USA
Abstract
This study uses the IS Success Model to explore user satisfaction and the authentic experience generated by a
VR experience. The delinquent facet of the IS Success Model is that the other technology-related factors like
customer satisfaction and experience that shape a nomological net for this model are missing. The customer
experience has been discussed in the light of crafting well-thought VR content, as unnecessary focus on
creating VR for all customer experiences might influence the experience process negatively. This study has
enhanced the model empirically by adding playfulness and immersion to this model. Furthermore, the PLSSEM
analysis verified the mediated effect of these contents on the visit intention of the tourists. The results
demonstrated that this addition significantly influenced user satisfaction and customer experience. Finally,
the theoretical and managerial implications have been discussed to bridge a consensus between industry and
academia, which can give VR advertisement a new direction for the tourism and hospitality Industry.
Keywords
virtual reality (VR); destination marketing organizations (DMOs); information system (IS) success model; authentic experience; user satisfaction
Hrčak ID:
329980
URI
Publication date:
8.4.2025.
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