The effect of virtual reality experience quality on destination visit intention and virtual reality travel intention

The aim of the study is to investigate the effect of virtual reality experience quality on destination visit intention and virtual reality travel intention through technology acceptance model. In addition, it is aimed to reveal the relations between the variables discussed and to explain the causal links of these relations. For this purpose, an experiential study was carried out through a three-dimensional imaginary destination design that includes different types of destinations. The extended technology acceptance model with perceived risk variable and experience economy was used in the study. The data for the study were collected from people with the potential to become tourists, living in Eskisehir and who were in Eskisehir during the research; using convenience sampling and purposive sampling techniques. The data were obtained via face-to-face survey technique between March 15 and May 15, 2022. 207 questionnaires were collected, and 198 valid questionnaires were included in the analysis. Data were analyzed by PLS-SEM technique. As a result of the research, it was understood that the quality of virtual reality experience affects the perceived ease of use, risk and usefulness. Besides, the quality of virtual reality experience affects destination visit intention and virtual reality travel intention. Moreover, aesthetic and educational elements have an important role in this effect. The perceived ease of use does not affect the attitude, and the perceived usefulness does not affect the virtual reality travel intention. In addition, perceived risk only affects virtual reality travel intention. The study has brought new perspectives and new insights to the development of tourism, experience economy and technology acceptance model with the use of virtual reality. Virtual reality can be an effective marketing and motivation tool and a guide for the destination. Travels to imaginary places in virtual reality can create a new form of travel and an economic offering. Virtual reality can be studied within the framework of sociology, psychology, management and sustainability. More detailed information can be obtained with repeated measurement techniques and qualitative research.