The role of virtual reality interactivity in building tourists' memorable experiences and post-adoption intentions in the COVID-19 era. (Special Issue: Challenges and prospects of AIoT application in hospitality and tourism marketing.)

ABSTRACT

Purpose: This study aims to examine the impact of virtual reality (VR) interactivity elements, including synchronicity, two-way communication and active control, on tourists' VR memorable experiences, and the subsequent effect on tourists' word-of-mouth (WOM) and VR continuance intention. Design/methodology/approach: The research model was tested using self-administrated survey data from 285 Chinese tourists who were experienced in travel and VR tourism activities. Partial least squares-structural equation modelling was adopted to perform latent variable analysis. Findings: VR interactivity elements, including synchronicity, two-way communication and active control, play a considerable role in driving tourists' VR memorable experiences, which in turn drive tourists' WOM and VR continuance intention. Research limitations/implications Cross-sectional, single country data was used and thus the generalisability of the findings may be limited. Future research is recommended adopting a longitudinal approach to compare the relationship between constructs in countries with diverse cultures. Practical implications The findings provide guidance for tourism marketers to use the interactive features of VR, including synchronicity, two-way communication and active control, to drive tourists' memorable experiences and thereby strengthen tourists' referral and continuance intention. Originality/value Scholarly attention on the importance of VR interactivity in driving tourists' memorable experiences and behavioural intention is limited. This study contributes to the tourism marketing literature by empirically testing the research model to reveal the importance of VR interactivity elements, including synchronicity, two-way communication and active control, to drive tourists' VR memorable experiences and behavioural intentions.