The effect of authentic virtual experience on the intention to visit the destination: The mediating role of spatial presence

The aim of the research is to examine the effect of perceptions of authenticity regarding the reality of virtual experience on satisfaction with VR experience and on the intention to visit as a reflection of this on a real tourism experience. For this purpose, in order to interpret this study with more meaningful findings, the mediating effect of spatial presence perception, which corresponds to the delusion of being in a virtual experience, was also questioned. With the aim of this, a quantitative research design was adopted, data were collected through a questionnaire and the "Structural Equation Modeling" approach was used. Since the sample was determined as the generation Z who grew up with technology, the data were collected from the students between the ages of 18 and 25 from Akdeniz University Faculty of Tourism, Literature and Sports Sciences. 300 questionnaires were collected, analyzes were carried out with 298 usable questionnaires. In order to test the hypotheses, a Structural Equation Model (PLS-SEM) was established with the SmartPLS algorithm. According to the findings of the study, authentic VR experience has a direct and significant effect on the perception of spatial presence and satisfaction with VR. However, the authenticity of the VR experience did not have a direct effect on the intention to visit. The effect of authentic VR experience on intention to visit occurred when spatial presence perception and VR satisfaction were mediated. According to the findings, it is possible to say that this study provides theoretical contributions for researchers and practical contributions for practitioners. This thesis study offers a different perspective especially to the national literature with the relations it has put forward and the evaluations it has made in the context of these relations. In addition, adapting the scales used in the study were brought to the Turkish literature is another contribution of this study. According to the research findings, suggestions are made that both functions of virtual reality such as marketing tool and providing alternative experience can be improved.