Engaging with avatar in virtual regenerative tourism

Abstract

This study explores the role of avatar tour guides in influencing travelers’ environmental awareness and support for local communities within virtual regenerative tourism. Through three experimental studies, the findings reveal that avatars, strategically designed to vary in gender (female versus male), attire (naturalistic versus commercial), and communication styles (naturalistic versus commercial), play a pivotal role in cultivating rapport with tourists. This enhanced rapport not only amplifies engagement but also fosters a deeper environmental consciousness and support for local communities. The study integrates Communication Accommodation Theory and Theory of Engagement into tourism research, offering actionable insights for optimizing virtual regenerative tourism.