Impacts of technological embodiment through virtual reality on potential guests’ emotions and engagement

TLDR

Virtual reality has deepened the integration of devices with human senses, yet its effectiveness in tourism and hospitality remains underexplored. This study examines how technologically embodied VR influences potential guests’ emotional responses and engagement during hotel‑based virtual experiences. Compared to desktop and mobile platforms, VR elicits stronger positive emotions and higher psychological and behavioral engagement, with emotions and psychological engagement mediating the link to behavioral engagement, highlighting the value of embodiment for hotel pre‑experiences.

Abstract

ABSTRACT Virtual reality technologies have increased the integration between devices and the human senses. Despite the increased interest in embodied technologies in tourism, there has been little research into the effectiveness of virtual reality, particularly in the hospitality sector. The aim of the present work is to analyze the impact of technological embodiment on potential guests’ emotional reactions and engagement in the context of a hotel-based virtual reality experience. Results from a laboratory experiment showed that, compared to desktop computers and mobile phones, virtual reality devices evoke more positive emotional reactions and higher levels of psychological and behavioral engagement. In addition, emotions and psychological engagement mediate the impact of embodied virtual reality devices on behavioral engagement. The results underline the importance of technological embodiment in providing engaging hotel-based pre-experiences, where the hotels incorporate virtual reality into their communication strategies.