NEW Virtual Reality RESEARCH ARTICLE JUST PUBLISHED  Assiouras, I., Giannopoulos., A., Mavragani, E., Buhalis, D., 2024, “Virtual Reality, Mental Imagery and Visit Intention: Is Travel Inspiration the missing link?” International Journal of Tourism Research https://doi.org/10.1002/jtr.2646  

NEW Virtual Reality RESEARCH ARTICLE JUST PUBLISHED 

Assiouras, I., Giannopoulos., A., Mavragani, E., Buhalis, D., 2024, “Virtual Reality, Mental Imagery and Visit Intention: Is Travel Inspiration the missing link?” International Journal of Tourism Research https://doi.org/10.1002/jtr.2646
 
 

Abstract

The study examines the relationship between virtual reality (VR)-facilitated mental imagery and travellers’ intention to visit a destination. A serial mediation process through travel inspiration (inspired-by and inspired-to) is proposed as a psychological mechanism able to explain the positive relationship of elaboration and quality of mental imagery with visit intentions. VR users were recruited through Prolific Academic. The findings demonstrate that VR-facilitated elaboration of mental imagery increases travel inspiration and consequently visit intention. However, the importance of mental imagery quality is much lower. The paper contributes to the literature of pre-travel VR experience by exploring the role of travel inspiration.