The impact of immersive virtual reality tour on mental imagery and visit intention

Abstract

In a context where immersive technologies are experiencing considerable growth in the tourism sector, virtual reality appears to be a promising tool for enhancing the appeal of destinations. However, the actual effectiveness of these immersive visits remains to be documented, particularly with regard to their ability to stimulate mental imagery and the intention to (re)visit. This study aims to investigate whether immersive VR visit increases mental imagery and intention to (re)visit compared to non-immersive VR visit, integrating prior experience with the destination as a moderator. A laboratory experiment was conducted with 308 students. Data were collected before and after the immersive VR visit of Makthar Museum (Tunisia) and compared to control condition (non-immersive). The study had mixed effects, with the VR visit (immersive vs. non-immersive) as a between-subjects factor and time (before and after) as a within-subjects factor. Results showed that immersive VR visit (vs. non immersive) increase significantly mental imagery, which in turn positively influences (re)visit intention. Moreover, this study revealed that immersive VR visit is an effective strategy only for participants without prior experience of the destination.

Keywords: Immersive VR, Tourist destination, Mental imagery, Visit intention, Prior experience.

DOI: 10.7176/EJBM/17-5-03

Publication date: June 30^th 2025