Virtual Reality Destination Marketing: Does Pre-Experience Reduce Or Increase Travel Curiosity

Abstract

This dissertation explores the role of virtual reality (VR) experiences in destination marketing, specifically examining their influence on travelers' curiosity and resulting travel intentions. At its core, the research asks: do these VR pre-experiences actually make a destination more or less appealing? Employing a mixed-methods design, quantitative data from surveys assessing travelers' curiosity is combined with qualitative data from interviews. The interviews delve into travelers' perceptions and feelings about VR content. The results show a complex connection between VR pre-exposure and travel curiosity. Some participants expressed greater curiosity and a stronger desire to explore the destination [citeX]. However, others felt a sense of saturation or a decrease in spontaneity because they had already "experienced" it.These results highlight the importance of knowing how immersive tech can affect consumer behavior in travel. It seems VR marketing needs to be carefully designed to boost engagement, not overwhelm potential visitors. Interestingly, these insights can also be applied to healthcare [extractedKnowledgeX], showing how VR can spark curiosity in medical tourism, improve how patients learn, and enhance health communication. By shedding light on the psychological effects of VR in marketing—the study generally contributes to a larger discussion about tech innovation in tourism and healthcare. Ultimately, the goal is to create interactions that are both meaningful and spark curiosity with audiences.