Integrating virtual reality devices into the body: effects of technological embodiment on customer engagement and behavioral intentions toward the destination

TLDR

Virtual reality devices deeply integrate technology with human senses, yet little research has examined how embodied tech influences customers’ pre‑experiences of a destination. In a lab experiment, VR head‑mounted displays produced more immersive, sensory‑stimulating, engaging experiences and stronger behavioral intentions toward a destination than desktop PCs or mobile phones, with immersion and sensory stimulation mediating these effects and active tourism content amplifying them.

Abstract

Virtual reality devices create a high integration of technologies with human senses. However, few studies analyze how embodied technologies affect customer pre-experiences with a destination. Results from a lab experiment show that compared to desktop PC and mobile phones, VR head-mounted displays generate more immersive experiences, higher sensory stimulation, more engagement, and higher behavioral intentions toward the destination. Immersion and sensory stimulation mediate the effects of technological embodiment on engagement and behavioral intentions. Furthermore, active (versus passive) tourism content strengthens these effects. Our results stress the role of technological embodiment to generate effective pre-experiences with potential tourists' destinations.