Virtual tourism experiences based on Cognitive theory of multimedia learning

to create sustainability: A conceptual model and propositions

Authors:

Dr Anshu Rani, Associate Professor, REVA Business School, REVA University, India

Email: meetanshu2504@gmail.com

Ruchika Sharma, Assistant Professor, School of Management Studies, REVA University, India

Jyoti Gupta, Assistant Professor, School of Management Studies, REVA University, India

Mercy Toni, Lecturer, Department of Economics and Finance, College of Economics, Management and
Information systems, University of Nizwa, Oman

Abstract
Existing research suggests that Virtual experiences have resulted in having a significant influence on the
formation of mental imagery when a customer is looking forward to a tourist destination. The construction of
mental imagery further leads to the purchase intention, brand experience, brand engagement, and customer
attitude, which results into the purchase of tourism products & services. The research has only considered
published research papers in peer-reviewed journals. This article selected a total of sixty-eight research papers to
be reviewed based on the studied concept's usefulness. Further, the research papers were examined based on the
cognitive theory of multimedia learning, and a conceptual model has been developed with various prepositions
to show the interrelationship between the various antecedents of virtual reality, which finally leads to the final
purchase. This chapter will discuss some implications and strategies for professionals, researchers, and
practitioners.

Keywords: Virtual Experience, Mental Imagery, Virtual reality, Virtual cues, Theoretical model, e-Tourism

1. Introduction
Recent technological development has dramatically changed the way consumers experience the product and
services in tourism (Flavian et al., 2020). The smartphone technologies and online virtual environment enabled
experiences in the comfort of consumers, shaping a new period of hospitality and tourism experience (Bogicevic
et al., 2019). The implication of technological advancement offers a high-value proposition to the tourism
industry, especially since tourism is service-based, experiential, and impossible to test in advance (Flavian et al.,
2020; Skard et al., 2021). Bringing together information and communication technologies (ICT) with tourism,
the phrase "smart tourism" describes technology's impact on the sector. As a buzzword, "smart tourism"
describes the growing reliance of tourist hotspots, service providers, and tourists on cutting-edge ICT, which
facilitates the transformation of vast amounts of data into value (Gatzel et al., 2015). The tourism industry is
undergoing a paradigm shift because of concerted local efforts to collect and analyze data from various sources,
aided by state-of-the-art information technology, to improve the quality of visitors' trips in ways that are both
productive and environmentally friendly (Lee et al., 2020). Connecting stakeholders in tourist hotspots
dynamically utilizing technology are essential for the timely dissemination of information on tourist-related
activities (Buhalis & Amaranggana, 2015).

A virtual experience like Virtual Reality (VR) is a significant development of technology to provide high-
experience hospitality and tourism service (Yung & Khoo-Lattimore, 2019). The virtual environment is
experienced through the sensory, and it helps in the creation of behavior, intention, value, and engagement
(Bogicevic et al., 2019; Flavian et al., 2020; Skard et al., 2021; O'Brien et al., 2019. Previous research has
provided detailed insight into virtual reality's potential in the hotel industry (Rahimizhian et al., 2020).
Literature examining the effects of virtual reality on the tourism industry has primarily concentrated on specific
types of facilities, such as destinations, museums, hotels, heritage sites, websites, and amusement (Rahimizhian
et al., 2020; Flavian et al., 2020). The recent pandemic of COVID-19 has changed consumer behavior to more
pro to technological adaption. On one side, the fear and uncertainty hit the global consumer; on the other, the
virtual experience has substituted many products and services (Yung & Khoo-Lattimore, 2019). Digital
transformation in hospitality and tourism emerged as an alternative to actual experience.

Virtual tourism and its effect on physical tourism increased and pointed to technology as the key element to
sustaining the new environment in tourism. Sustainable tourism development aims to promote economic, social,
and cultural expansion without negatively impacting the natural environment, enabling continued expansion at
the same rate or higher in the future (Liu, 2003; Streimikiene et al., 2021). The virtual experience can be taken
from images, blogs, vlogs, online reviews, social media postings, 360-degree tours, Artificial intelligence,
virtual reality, and other virtual stimuli to improve the notion of sustainable tourism (Lee & Gretzel, 2012;
Bogicevic et al., 2019; Flavian et al., 2020; Skard et al., 2021). Virtual reality can help with sustainability
because it provides a cheap and low-impact means of transportation (Wiltshier and Clarke, 2016). Conceptual
and empirical evidence shows virtual stimuli's impact on consumer behaviors and customer brand relationships
(Belanche et al., 2021; Yung & Khoo-Lattimore, 2017). However, these theoretical implications of the virtual
experience within the tourism sector with empirical experiences remain relatively unexplored. The most recent
conceptual studies have spent time and effort synthesizing the present literature and not forming a solid base to
take up empirical research (Yung & Khoo-Lattimore, 2017; Verma et al., 2022). Therefore, the main aim of this
research is to map the elaborative factors associated with customer value creation in tourism by using virtual
cues that help the consumer use virtual reality.

While there are many studies, present explaining the predictions of future revolutionary technology in
hospitality and tourism in consumer lives and the way they are helpful to companies/brands, little evidence is
explored on the intention to use and reject such innovative technologies (Yoo & Kim, 2014; Vishwakarma et al.,
2020). Investigating the work of predecessors is crucial in a growing discipline like this one, as it reveals the
present level of research and provides direction to future researchers on the intention to use the virtual cues
(Yung & Khoo-Lattimore, 2017; Verma et al., 2022). In particular, researchers have spotted trends and
identified perennially important topics by creating a road map to extend work (Yung & Khoo-Lattimore, 2017;
Verma et al., 2022). But, few studies have focused on implementing a theoretical foundation to shape their
conceptual analysis. The present study will follow the cognitive theory of multimedia learning to provide a
conceptual model which can be further tested through quantitative research (Jiang et al., 2017). Therefore, this
work aims to provide a comprehensive model by synthesizing the literature based on the cognitive theory of
multimedia learning. The study will propose several research propositions and ignite more empirical research
studies on virtual tourism technologies and cues. Virtual experiences and technologies in providing that will
make consumers explore, evaluate and control the tourism product and services effectively and efficiently by
promoting sustainable tourism.

2. Methodology
The research aims to fill the literature gap by determining a theoretical framework of antecedents and outcomes
of virtual experience through virtual reality in facilitating value for tourism products and services. To achieve
this objective, an in-depth systematic review of the extent of research has been carried out. This paper aims to
present an outcome of a comprehensive literature review methodology so that further empirical study can be
conducted. The research paper search strategy significantly impacts the development of the conceptual paper.
So, most of the well-known databases were searched like Scopus, Web of Science, EBSCO, Google Scholar,
and IEEE with appropriate keywords. Bibliometric databases were instrumental in collecting and processing
research articles and also in determining inclusion-exclusion criteria. The keywords used were 'E-tourism',
'Virtual Tourism,' 'Virtual Reality', 'Virtual Cues in Tourism', and 'Smart Tourism and Sustainable tourism. The
research has only considered published research papers in peer-reviewed journals. The paper selected a total of
sixty-eight research papers to be reviewed based on the studied concept's usefulness. Further, the research
papers were examined based on the cognitive theory of multimedia learning, and a theoretical model was
developed to propose research propositions. This paper is also going to discuss some implications and strategies
for professionals, researchers, and practitioners.

3. Background
Tourism is an intersection of exploration with tangible destinations to intangible experiences. Tourism helps the
local economy, improves infrastructure, and ignites economic growth. The inclusion of technology improves
tourism productivity effectiveness and marketing (Verma et al., 2022). Virtual reality can help with
sustainability because it provides a cheap and low-impact means of transportation (Wiltshier and Clarke, 2016).
Virtual reality, as generally understood, involves simulating some or all of a user's five senses in real-time using
a computer-generated, three-dimensional world in which the user can move and interact (Yung & Khoo-
Lattimore, 2019). Using virtual reality, vacationers can experience off-limits destinations for various reasons,
such as being too dangerous, too protected, or just no longer in operation (Hobson and Williams, 1995;
Sussmann and Vanhegan, 2000; Egger, 2016). Moreover, virtual reality makes travel much easier for people
with physical limitations (Hobson and Williams, 1995; Salter and Sanchez-Vives, 2016). The veracity of virtual
vacations has been called into question (Hobson and Williams, 1995; Dewailly, 1999). Previous studies'
findings suggested that the individual visitor's openness is crucial to the success of virtual reality as a tourism
alternative (Guttentag, 2010).

Many industries have been affected by the rapid growth of ICTs, but the travel and hospitality sector has felt its
effects most intensely. New information and communication technologies (ICTs) aid in re-engineering existing
frameworks and procedures by impacting the tactical, organizational, and strategic levels (Beck et al., 2019).
The tourism industry is susceptible to technological developments of all kinds. Technology advancements in the
field of information and communication (ICT) have recently had far-reaching effects on the tourism industry,
influencing everything from customer demand to operational procedures. Investigation of the intersection of
information and communication technologies (ICTs) with tourism is best known as "e-Tourism." (Guttentag,
2010). Marketers in the travel industry have noticed the growing importance of e-tourism in their campaigns.
Traditional advertising methods, such as brochures, may appeal more to verbalizers, whereas the virtual
experience mode may appeal more to visual learners (Guttentag, 2010). A recent effect was discovered when the
two forms of advertising were combined, suggesting that the more recent kind of advertising would have a more
decisive influence (Chiou et al., 2008).

3.1 Intention to use Visual Cues

As a substitute for visiting an actual location, virtual tourism has evolved to provide a visually stunning glimpse
of the essential sights and experiences that visitors might expect to find there. The advent of virtual travel
opened a new door for the tourist industry to expand its value proposition (Guttentag, 2010). The ability to
navigate a virtual environment in a way that feels both interactive and genuine is a crucial feature of virtual
reality. The travel industry can benefit greatly from virtual reality technology. As virtual tourism promises to
transform the customer experience while keeping costs low, a thorough examination of the existing literature
and the likelihood of its continued growth is warranted (Verma et al., 2022)

Perceived Enjoyment
There is a direct correlation between how a tourist site is perceived and its success. An item's "image"
can be the marketing department's representation in the consumer's head or the customer's own mental
conjuring of the object through a series of associations (Lee & Gretzel, 2012). To maintain a consistent
image in the minds of potential visitors, tourist hotspots need to pay close attention to their branding
(Henkel et al., 2006).

P1: Perceived enjoyment significantly influences the intention to use virtual cues in tourism.
 Figure 1: A Value perspective of Virtual experiences in tourism based on the Cognitive theory of multimedia learning

Intention to use Virtual cues

Perceived Enjoyment
Perceived Enjoyment
Perceived Usefulness
Organize and integrate
knowledge
Perceived immersion
Consumer Expectations
Perceived Enjoyment
Virtual Cues in forming Virtual reality
Outcome of Virtual Reality
Text, images, Narrative, Video, touch or any Memory through sensory
combination of these

Purchase Intention
Google Images of Travel
Virtual reality Experiences Perceived Enjoyment
Company’s website/ Social media site Brand Experience
Perceived Enjoyment
YouTube videos and Influencer Videos Mental Imagery
through Ears and Consumer Attitude
eWOM / UGC Eyes Perceived Enjoyment

Advertising and Interactive Marketing Brand Engagement

Perceived Enjoyment

AI Technology

Resistance to use Virtual Cues

Perceived Cost
Perceived Enjoyment
Perceived Physical Risk
Perceived Enjoyment
Perceived Complexity of Technology
Perceived Enjoyment
 Perceived usefulness
The Convenience of Booking a Vacation from Home The written word, music, and visuals that make
up a website can stimulate the visitor's imagination. While there has been considerable research on the
topic of image processing in the field of consumer psychology, only a small number of studies have
demonstrated a favorable impact of imagery prompted by text on memory retention (Beck et al., 2019).
Since marketing communications frequently take the shape of narratives, it is instructive to investigate
the effects of imagery, particularly that provoked by narrative language offered in promotional
messaging (Lee & Gretzel, 2012).

P2: Perceived usefulness significantly influences the intention to use virtual cues in tourism.

Perceived Immersion
Immersion and physical presence are the cornerstones of virtual reality and define it as a different
medium (Henkel et al., 2006). Contrast this with the subjective concept of presence, which is not
explained by the objective concept of immersion, which describes the physical arrangement. There are
four distinguishable characteristics of modern display technology that contribute to the immersive
experience: inclusion (how much of the physical world is hidden from view), circumscription (how
much of a field of view is seen), breadth (how many senses are catered to), and brightness (aspects
such as resolution and fidelity) (Beck et al., 2019).

P3: Perceived Immersion significantly influences the intention to use virtual cues in tourism.

3.2 Resistance to using Virtual cues in Tourism

According to Kim et al. (2007), TAM (Technological Adoption Model) is inadequate for understanding the
spread of new technologies because they are missing the user's views on the subject. The TAM has also been
criticized for its restricted utility outside the office and its inconsistent performance in diverse settings (Kleijnen
et al., 2007). The Technology Adoption Model postulates that a person's propensity to adopt new technologies
depends on their opinion of their usefulness and perceived ease of adoption. Meanwhile, the Value-Attainment
Model (VAM) examines the costs and benefits to gauge interest in adoption. That is to say, from the viewpoint
of the VAM, the most important thing for customers is to get the most value for the money. Customers' opinions
of a product or service can vary greatly depending on their individual tastes (Bolton & Drew, 1991). The VAM
takes into account the gains (both utilitarian and hedonic) in addition to the losses (monetary or non-monetary).
Buyers evaluate the pros and cons of each option to determine the best value for their needs (Kim et al., 2007;
Lin et al., 2012). Therefore, the research study considered the downsides of using virtual reality for tourism.

Perceived Cost
Ease, service quality, social value, play, aesthetics, perceived financial cost, perceived risk, time and
effort spent, and perceived worth all shape our mental pictures (Rajesh, 2013).

P4: Perceived cost significantly influences the intention to use virtual cues in tourism.

Perceived Physical Risk

Taking a chance is an integral part of the tourist experience. The tourism industry is highly intricate;
therefore, this is to be expected (Ochrier et al., 2022). As the idea of "risk" matures, the concept of
tourism risk is gradually understood as the synthesis of two dimensions: "the possibility that tourists
are subject to various unfortunate on a trip or a tourist destination," and "the inability of tourists to
determine the consequences or negative results of their travel decisions." (Cui et al., 2016)

P5: Perceived physical risk significantly influences the intention to use virtual cues in tourism.

Perceived complexity of technology

A system's perceived complexity indicates how challenging it is to learn and utilize. To be sure, easier-
to-grasp inventions will spread faster than those that necessitate specialized knowledge or training. The
 perceived complexity of reserving a trip online is a measure of how challenging people find it to do so.
(Amaro & Duarte, 2015).

P6: Perceived complexity of technology significantly influences the intention to use virtual cues in
tourism.

Table 1: Review of Literature on Usage of Virtual Cues

Intention to use Virtual Retention to Use

Author & Year Context / Cues
Cues Virtual Cues
Perceived cost,
Bolan, P., &
Google images Perceived enjoyment security, availability of
Williams, L. 2008
resources
Advertising and
Feiz, D., & Rasty, F. Made with business
Interactive Options Available
2014 point of view
marketing
Reino, S., & Hay, B. Perceived value
YouTube Time consumption
(2011). information

Perceived Benefits,
Bock, K. (2015) ICT technologies Perceived cost,
Perceived Experiences
Groth, A., & Perceived failure due
Perceived efficiency,
Haslwanter, D. Mobile usability to network, low
Perceived effectiveness
(2016). bandwidth
Yung, R., & Khoo- Visualization,
Virtual reality Perceived Cost
Lattimore, C. (2019). Perceived experience
Samala, N., Katkam,
B. S., Bellamkonda, Artificial Enhanced Virtual Cannot replace human
R. S., & Rodriguez, Intelligence Experience touch
R. V. (2020).

3.3 Virtual Experience through Virtual Cues

Travelers at online marketplaces and communities analyzed what makes digital tourism successful and
identified several characteristics connected to the quality of the virtual tourism experience (Torkzadeh &
Dhillon, 2002; Verma et al., 2022). In order to stimulate tourist communication and facilitate the experience,
which in turn affects future recommendations, travel products administration is crucial (Cao et al., 2005). The
foundations of digital tourism are trust, participation, and loyalty. In virtual tourism, these components can be
experienced by sensory organs, and most of the stimuli are in the form of image, text, narrative, and a
combination of these all. Information exchange based on these stimuli will influence online consumer behavior
and stimulate physical product and service consumption (Wang & Fesenmaier, 2004). Positive, negative, and
neutral feedback from clients is all part of the eWOM narrative (Rani and Shivaparasad, 2019; Rani et al.,
2022). Marketing efforts in the tourism industry can benefit from the careful management of eWOM networks.
The quality and quantity of visual cues also play a significant role in fostering consumer loyal and a positive
perception of a brand. Buying intent increases when both positive and negative evaluations are presented
alongside explanations and numerical ratings on the same website (Sparks & Browning, 2011).

Google images
Tourism marketers must position their products in an increasingly complex and competitive global
market, and one of the most important aspects of this is developing and maintaining a unique public
perception of their location. Image is a valuable idea in understanding how travelers choose where to
vacation, according to studies conducted over the previous two decades. (Bolan & Williams, 2008).
The representation of a place online is becoming increasingly important in shaping people's perceptions
of it as a vacation spot. Online perceptions of tourist destinations are shaped in large part by the
location itself; however, the influence of online tourism marketers is growing. (Lian & Yu, 2017).

YouTube videos
The representation of a place online is becoming increasingly important in shaping people's perceptions
of it as a vacation spot. Online perceptions of tourist destinations are shaped in large part by the
location itself; however, the influence of online tourism marketers is growing. (Reino & Hay, 2011).
Viewers are taken on a journey into the world of social media tourism by a community of online
travelers who share their images, films, information, and personal experiences with the world.
Instagram stories and 360 videos allow viewers to see the complete environment in which the creator
was filming, giving them the impression that they are there. (Lalangan, 2020).

We've seen the rise of influencer marketing and the evolution of Word of Mouth (WOM) from its more
traditional form into the electronic word of mouth (eWOM). It's a promotional strategy in which ads
are directed toward well-known people to attract attention to the advertised product or service. Online
influencer marketing is "the art and science of getting influential people to spread brand messaging to
their audiences through paid content." (Chatzigeorgiou, C. 2017).

Company's website
Consumers' tastes have shifted with the advent of the Internet, posing serious difficulties for tourism
marketers and highlighting the need for a more all-encompassing perspective on a destination's public
image. To be successful, a location must be positioned favorably in the market and set itself apart from
rivals; hence, the place website and place identity are crucial components of the destination's overall
image (Foroudi et al., 2018).

Electronic Word of Mouth (eWOM) /User Generated Content (UGC)

The web-based interpersonal connection between fictional people for disseminating product and
organization information for non-commercial purposes is known as electronic word of mouth (Rani &
Shivaprasad, 2018; Shivaprasad & Rani, 2020; Rani et al., 2020). Some industries, including tourism,
have seen a shift of power from companies to customers because of the spread of information through
electronic word of mouth (Reyes-Menendez et al., 2020). Travelers build incipient knowledge
communities through their interactions with one another while traveling, online, with friends and
family, and in person. These communities have the potential to reorganize interdependence and modify
connections based on the knowledge they generate. User-generated content (UGC) has the potential to
sway audiences by altering their perceptions and thus their actions. (Han, W., 2020; Rani et al., 2021)

Social media Page

Markets for tourism have evolved into genuine discussions about one of the fascinating topics for
modern humans because of the widespread adoption of Web 2.0 features and applications. This is
especially true of OSNs, which have gained a lot of attention from people of all ages who use the
Internet. Nearly everyone agrees that these places are the busiest and that this is true and accurate for
the world's most popular online social network, Facebook, which has overgrown in recent years to
become the largest. (Milano et al., 2011)

People today rely increasingly on online platforms for social interaction and access the information
they need, and many also consider internet apps fundamental to their daily life. Consequently, social
media apps have been singled out as one of the most fruitful and influential consequences that have
steadily permeated many facets of people's lives. (Sharma et al., 2022)

Advertising and Interactive Marketing

Advertising plays a crucial role in the tourist business, which is often regarded as one of the most
lucrative and popular nowadays. Internet advertising is one of the most cost-effective and widespread
options. Internet advertising allows us to reach potential tourists at a reduced cost and makes it much
easier to keep tabs on individual tourists. (Feiz, D., & Rasty, F. 2014). Over the past few years,
 information technology has profoundly influenced the travel business, particularly the World Wide
Web. Since the travel and tourist business relies heavily on information and may facilitate transactions
online, it is a natural fit for interactive media, and many Internet users already make extensive use of
related goods and services. We need interactive advertising because of the rise of interactive media.
(Gretzel,et.al, 2000)

Artificial Intelligence in tourism

Artificial travel intelligence has made it easier to book flights and hotels. Automated, individualized,
and informative travel services are now available thanks to AI. The use of AI makes it possible to tailor
a trip to a person's preferences, habits, and interests. No longer must you seek the advice of a travel
agent, physically meet with him, and subject yourself to an infinite series of frustrating phone calls to
inquire about your vacation plans. (Samala et al., 2020)

P7: Virtual cues (Text, images, Narrative, Video, touch, or any combination of these) significantly
influence virtual reality experiences.

P8: Virtual cues (Text, images, Narrative, Video, touch, or any combination of these) significantly
influence mental imagery.

3.4 Outcomes of Virtual Reality adoption in tourism

The virtual experience is the best way to set clear expectations. Recent research has focused on the relevance of
the virtual experience of consumers and their digitally transferred travel information to build clear expectations
(Lee et al., 2010). Since consumers can't actually try a product, the next best thing is to be able to imagine what
it would be like (Goossens, 1995). The tourist's choice of travel destination is influenced by the mental pictures
they create based on what they expect to experience there (Kim and Fesenmaier, 2008). Additionally, research
has shown that the processing of mental images may considerably impact customers' decisions regarding their
vacation planning, destination choice, hotel selection, and further recommendations (Bogicevic et al., 2019;
Skard et al., 2021; Loureiro et al., 2022).

Virtual Experience, Mental Imagery, and Consumer Expectations

According to the field of neuropsychology, mental imagery is defined as a quasi-perceptual experience that is
exhibited in the form of sensory image representations in the human mind. Visual, olfactory, gustatory, or tactile
inputs can trigger imagery (Miller & Mark, 1997: Kim and Fesenmaier, 2008). It has been discovered that the
visual stimulation of one's imagination plays a significant role in one's information processing, learning,
reasoning, and spatial abilities (Kosslyn & Ochsner, 1994). Mental imagery elaboration and mental imagery
quality are the two aspects viewed as a visual simulation of travel cues. The term "elaboration of mental
imagery" describes the process by which an individual creates several visuals in their head and the depth to
which they immerse themselves in these images (Yoo & Kim, 2014). Imagery quality describes vivid, strong,
clear, and acute mental images (Bogicevic et al., 2019). It was shown that viewers' mental imagery was
improved in both quality and complexity when presented with concrete visual cues. Prior studies have found
that the impact of website presentations on consumer behavior can be explained by mental images (Yoo & Kim,
2014). When comparing the various sensory stimuli that can be found on a tourist destination website (such as
images, audio, text, and their interactions), more research connects one of the cognitive mechanisms of
information processing—mental imagery—to tourism. This will help create sustainable tourism by setting the
right expectations and better decision-making.

P9: Sensory memory significantly influences the Virtual reality experience of consumers.

P10: Consumer expectation significantly mediates the relationship between mental imagery and
outcomes of the Virtual reality experience of consumers.

Mental imagery
The processing of mental images is regarded as a form of high-elaboration cognitive processing.
Previous research has suggested that consumers' travel choices may be highly influenced by this form
of cognitive processing (Lee & Gretzel, 2021). Imagery-evoking Web site elements impact persuasion-
related outcomes like attitude strength, confidence, and resistance (lee et al., 2010). Images were found
to have a substantial impact on eliciting mental imagery processing.

Working memory represents nonverbal information during high-elaboration processing, known as

mental imagery. Travelers who process mental images of their location have a high satisfactory
physical experience there. Such processing is helpful for product knowledge (Bogicevic et al., 2019).
Previous studies have shown that numerous external promotional features, such as images, concrete
language, sound effects, and imagination, can inspire visualization (Miller & Marks, 1997; Kim &
Fesenmaier, 2008). Recent research by Lee et al. (2010) identified sensory descriptions as textual
components on travel Web sites that support mental image processing. Studies proved that pictures or
photos have the most significant association with mental imagery creation. Lee and Gretzel (2012)
found that only images had the ability to stimulate mental imagery and thereby indirectly improve
travelers' attitudes toward the travel cues and destination. However, sound is not a significant variable
in the tourism context (Bogicevic et al., 2019).

P11: Virtual reality significantly influences the mental imagery of consumers.

P12: Mental imagery significantly influences the consumer attitude towards tourism products and
services.

Brand experience
The concept of brand experience may be applied to any industry and product (Barnes et al., 2014). A
plethora of research shows how destination branding can increase customer happiness and loyalty
through Virtual reality (Barnes et al., 2014; Lee and Gretzel, 2012). Brand experience contributes
greatly to evoking multiple sensory experience dimensions, and thus the positive emotions produce an
impact on decision making. Virtual reality can be used to effectively sell and promote a tourism
experience without physically visiting it, which influences visitors' decision-making process when
selecting a destination. VR experience positively affected behavioral intentions toward the location
(Rahimizhian et al., 2020; Gibson & O'Rawe, 2018). Virtual reality research on tourism experiences
evidenced that brand experience can be enhanced by flow, storytelling, interaction, and design aspects
of travel cues (Lee and Gretzel, 2012). Two new characteristics, addiction, and isolation, have emerged
as dimensions of this construct (Merkx & Nawijn, 2021). Virtual reality can provide visitors delightful
experience, raise the level of interaction, and stimulate learning and comprehension in tourism (Merkx
& Nawijn, 2021).

P13: Mental imagery significantly influences the consumer experience of tourism products and
services.

Purchase intention
Virtual reality implications in the tourism sector influence purchase intention (He et al., 2018). When
used in virtual reality advertisements, the idea of one's "digital self" can be helpful in creating an
experience that influences consumer behavior (Song et al., 2020). In an experimental study by
Bailenson, Blascovich, and Guadagno (2008), the results show that individuals have more purchase
intention and engagement to the content where 'Virtual representation of self' is used than those in the
'virtual representations of others'. By making choices and taking actions within the virtual reality space,
users are transformed from observers to actors in the mediated world. Consequently, the freedom of
choice given to viewers in terms of content improves their sense of belonging and presence in Virtual
reality which will generate purchase intention (Biocca 2006).

P14: Mental imagery significantly influences the consumer purchase intention of tourism products and
services.
 Customer Engagement
The idea of customer engagement as a strategy for enhancing the customer service experience has been
extensively discussed in the hospitality literature (Bilro et al., 2019; Flavián et al., 2020). The literature
on virtual reality technologies has provided evidence and found that "engagement" is a crucial aspect of
Virtual Reality experiences in the hospitality and tourism industries. Investigation of the impact of VR
on prospective visitors' engagement was found significant (Flavián et al., 2020). There is a shortage of
empirical research on the effect of VR on engagement in tourism. O'Brien et al. (2018) defined
customer engagement as the degree to which a user invests their time, attention, emotions, and actions
in an online environment. It is possible to examine user engagement from both a psychological and a
behavioral perspective (Bilro et al., 2019; Flavián et al., 2020). Interactions between customers and the
object of focus (such as a virtual reality preview of a hotel's amenities) can profoundly affect their
behavior (Barnes et al., 2014). On the other hand, beyond just making a purchase, users who are
engaged with a brand or service provider may exhibit additional forms of behavior toward that thing
(Flavián et al., 2020). Word-of-mouth promotion, aiding others, and recommending them are all
examples of these actions (Rani & Shivaparasad, 2022). The research suggests that the psychological
processes by which a person feels invested in an experience grow stronger with increasing degrees of
technological embodiment.

Because it is challenging to evaluate hospitality items before they are experienced, recommendations
are among the most favored and influential sources of travel information and decision-making (Bilro et
al., 2019; Flavián et al., 2020). Users are more likely to spread the word about something they like if
they're emotionally invested in it (Barnes et al., 2014). Therefore, it is anticipated that consumers will
be more ready to promote the product exhibited through the technology if embodied VR devices induce
higher psychological involvement than less embodied devices (Bogicevic et al., 2019).

P15: Mental imagery significantly influences consumer engagement with tourism products and
services.

Tourism is a collection of wants and curiosity, ranging from tangible destinations to ethereal experiences. With
regards to modernity's effects on nations, citizenships, consumerism, cosmopolitanism, and globalization,
tourism is described as a pleasurable topic and an individual engagement with these shifting conditions. All
facets of society have been gradually influenced by technology. The tourism industry is also undergoing
profound changes as a result of technological advancements, which hold great promise for future growth. The
advent of digital technology has given rise to a slew of new iterations of the travel industry, such as e-tourism,
digital tourism, smart tourism, and virtual tourism (Gatzel et al., 2015). New types of tourism, such as "digital"
or "e" or "smart" or "virtual" tourism, are built on information and communication technologies (ICT). Virtual
tourism, in its purest form, allows for a vacation without leaving home. Its most basic format consists of the
model presented in this research. Further, the research will discuss future study avenues in the research.

4. Discussion and Implications

Tourism is a multifaceted economic activity that has attracted the interest of governments, international
organizations, and academics around the world. Some places are known for their cuisine, others for their
mountains, others for the beaches, a few others for the educational opportunities, and so on (Jiang et al., 2017).
As one of the world's largest industries responsible for producing many jobs, travel and tourism have enormous
worldwide relevance and profit potential (Gatzel et al., 2015; Verma et al., 2022). Tourism benefits from
diversifying the economy, enhancing infrastructure, and stimulating expansion. Technology innovations have
increased the tourism industry's efficiency, efficacy, and promotion. The findings highlight the significance of
investigating how mental images are processed in tourism and offer helpful guidance for creating persuading
travel websites. Electronic tourism (e-tourism) makes use of information and communication technology (ICT)
tools. In contrast, "smart tourism" incorporates technologies such as the Internet of Things (IoT), cloud
computing, virtual reality (VR), geographic information systems (GIS), and mobile Internet to enhance the
visitor experience sustainably. The concept of "digital tourism" describes the merging of the online and offline
worlds. An emerging trend, "virtual tourism," combines traditional tourism with the immersive world of virtual
reality ((Lalangan, 2020).

Tourists, travel agents, and other players in the tourism industry now rely heavily on mobile devices like
smartphones for real-time information sharing (Lee et al., 2020). The mind map of a tourist is revealed through
the real-time exchange of information. Tourism behavior with mobile devices may be influenced by economic,
demographic, cognitive, and behavioral factors; investigating these factors would be worthwhile. In addition,
some vacationers choose technology-free "detox" trips as a form of self-care because of their heavy reliance on
electronic devices at home (Gretzel et al., 2015). However, the virtual cues through smartphones influence each
stage of consumer buying behavior in the hospitality and tourism industry. It will be fascinating to examine how
traditional and virtual tourism coexist. Another intriguing idea is the parallel media interface, which aims to
evaluate the impact on vacationers of the overlap of media used for amusement, information, and
communication. Strategic tourism projects may benefit from analyzing the differences between the personalities
of active and passive tourists (Miller & Marks, 1997; Kim & Fesenmaier, 2008).

Virtual reality's connection to loneliness has been examined outside of the travel industry. Virtual reality and
isolation can be set up when users don't get immediate feedback or can't naturally communicate with others. The
integral part of the virtual reality tourist experience is the feeling of temporary seclusion from the outside world.
In virtual reality applications, users may feel lonely because they can't get immediate feedback, and there aren't
many options for organic interaction. While there is currently low awareness of VR tourism experiences among
tourists, there appears to be a rise in both the supply and demand of such experiences (Bogicevic et al., 2019),
highlighting the need to investigate the possibility of adverse addictive consequences.

Locations have an impact on potential tourists. How consumers use online Internet-based communication
influences their decision to travel. Virtual cues through vlogs and social media affect the out-of-consumer brand
relationship in tourism. There are also gaps in the literature on children as tourists. From a virtual tourism
perspective, it is essential to evaluate the growing impact of children on family vacation choices. In the future,
researchers may use the dynamics of tourists visiting different destinations through virtual reality. Does it seem
like certain types of people tend to fill specific positions in online communities? Analyzing network structures
may reveal the impact of opinion leaders (Kim & Fesenmaier, 2008). Also, it would be fascinating to investigate
the tactical options available as virtual tourism grows across industries. Exploring new possibilities and threats
is essential for adapting to technological, structural, and organizational shifts.

Sensory experiences can be triggered by virtual reality devices and immersive technology, potentially replacing
traditional tourism (Martins et al., 2017). Collaborative destination marketing with virtual reality-based
technology may be an area for future study. Research into the potential of virtual reality to bridge such gaps
through the creation of accessible, ground-breaking virtual tourism technology is an area ripe for exploration.
Research into why people visit dangerous or difficult-to-reach destinations is a potential alternate avenue. The
research can be done on the possibility of turning such an experience into service through virtual reality in smart
cities. It will be fascinating to investigate the future of virtual reality in a world prone to crises, especially in
light of the recent outbreak of COVID19. The impacts of eWOM on visitors' thoughts, actions, and feelings
have been discussed in the literature before (Mauri & Minazzi, 2013; Rani & Shivaprasad, 2021; Jiang et al.,
2017 ). For virtual reality-based tourism services, the importance of trust and perceived danger is mostly
unexplored.

Transparency in tourist data is gaining traction due to rising consumer awareness and business rules on
governance and ethics. Moreover, the proliferation of data amplified the need to develop novel techniques and
analysis tools to gain insights into digital tourism. Information is critical for evaluating the results of tourism as
well as comprehending its process. Climate change, ecological loss, and the disruption of indigenous cultures
are just a few examples where tourism analytics might be useful. In the spirit of the transformative
conceptualization of virtual tourism, analyzing large amounts of data and using machine learning may help
spread responsible and environmentally conscious travel.

5. Conclusion
The purpose of this research is to investigate and compile the existing literature on virtual tourism in an effort to
present a conceptual model to be further taken for empirical study. The shift in the current paradigm of virtual
tourism phenomenon from one of technological disruption to one of revolutionary change will create a new
avenue for smart tourism. Due to the rapid evolution of the tourism industry in response to the widespread
availability of modern conveniences, this research has taken on critical importance. It's no secret that COVID-19
has increased the urgency with which the tourism industry must find technological solutions to the challenges it
faces. The development, evolution, and future of virtual tourism can be deduced through the use of systematic
and scientific research processes. Quantitative mapping of the scientific landscape and qualitative mapping of
the conceptual architecture of the review are both integral parts of the literature review process. The theoretical
foundation should be a key to developing the base for future research. Key drivers, stakeholders, and activating
devices that sparked interactional dynamics formed the basis for the new conceptualization of virtual tourism.
This will lead to better research output. Our framework provides a high-level overview of the intricate interplay
between many actors, phenomena, and components of Virtual tourism to gain sustainability.

Source(s) of support: We declare that this research was not funded or done under grant of any
organization or Government agency. We have no conflicts of interest to disclosure and no organization have
sponsored this research.

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