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EMAC 2024 Annual


VR-facilitated Travel Inspiration: The role of Pleasure and Arousal
(A2024-119429)

Published: May 28, 2024

AUTHORS

Eleni Mavragani, University of Macedonia; Ioannis Assiouras, Institute of Sustainable Business and Organizations – Sciences and Humanities Confluence Research Center –UCLY, ESDES, Lyon, France; Antonios Giannopoulos, Department of Organisation Management, Marketing and Tourism, International Hellenic University, Greece; Dimitrios Buhalis, Bournemouth University

ABSTRACT

The paper investigates whether and how Virtual Reality (VR)-facilitated travel inspiration increases visit intention through pleasure and arousal. We ground our conceptual model on the transmission model of inspiration along with the theoretical model of emotional states of pleasure and arousal. The online platform of Prolific Academic was used to recruit participants who had visited a destination by using a 360° VR. Our findings demonstrate that the psychological state of ‘VR inspired-by’ exerts significant influence on pleasure and arousal. Pleasure is a complementary partial mediator in the relationship between the states of ‘inspired-by’ and; inspired-to’, and there is a positive effect of pleasure on visiting intention through ‘inspired-to’. Arousal neither mediates the relationship between ‘inspired-by’ and ‘inspired-to’, nor has any significant relationship with ‘inspired’-to and visit intention. This study answers the calls to investigate further the customer inspiration, especially in the tourism context.