This VR Experience is Awesome: Really? How VR Devices Influence Emotional and Physiological Mechanisms to Travel Intention
(A2026-133566)

AUTHORS

Kathrin Jaszus, Heilbronn University of Applied Sciences; Jos� Ramos-Henriquez, Universidad de la Laguna, Dpto. Direcci�n Empresas e H.E. + Instituto Universitario de la Empresa; Anett Erdmann, Universidad Pontificia Comillas/Universidad Pontificia Comillas; Andrés Fernandéz-Martín, University of Las Palmas de Gran Canaria

ABSTRACT

Virtual reality (VR) is increasingly used in destination marketing, yet little is known about how different devices influence tourist behavior. Using a mixed-methods design, this study examines how VR environments elicit awe and how this emotion shapes the perceived emotional value of a destination and the visit intention. Study 1 analyzed 4,092 Reddit posts and showed that Apple Vision Pro (AVP) is associated with “wow” reactions, whereas Meta Quest 3 (MQ3) prompts discussions focused on functionality. Study 2 consisted of a laboratory experiment (N = 60) assessing awe, heart rate, emotional value, and travel intention while participants viewed destination videos in VR (AVP or MQ3) or 2D. Results indicate that emotional value mediates the effect of awe on travel intention, and that MQ3 increases the destination’s emotional value, whereas AVP generates stronger physiological arousal. The study provides an integrated framework for evaluating VR devices in tourism marketing.