Impact of Virtual Reality Technology’s Quality on the Selection of Tourism Destination: An Empirical Investigation in North Cyprus

The use of virtual reality in the tourism industry continues to rise remarkably due to the significant advantages for supply and demand sides. This dissertation examines the IS Success model's essential parameters in the context of virtual reality (VR) to assess how they influence the individual visit intention towards a touristic destination. Despite the extensive research about VR, however, only little has examined the impact of factors that alter customers' attitudes and trigger purchasing intention. This current research paper applied Information Systems Success Model and conducted a survey using the convenience sampling method with tourists who visited Northern Cyprus. The data were analyzed using the Partial Least Square –Structural Equation Modelling (PLS-SEM) technique. The findings demonstrated that VR has great potential to influence visitors' final destination by promoting tourism products and services. This dissertation revealed that VR, as a marketing medium, creates positive impacts and stimulates individuals' intentions to visit a destination. The study provides implications for tourism sector actors such as tourism planners, policymakers, travel agencies, and hotel managers as well as prosocial guest experience to improve their marketing strategies.