Virtual tourism is related to the use of extended reality technologies, such as augmented reality and virtual reality, in order to generate a travel experience without the need to move from one place. Virtual reality represents one of the most interesting and promising digital technologies that offers significant benefits in numerous areas such as medicine, entertainment, training, and tourism. This research paper aims at examining the relationships between enjoyment, emotional involvement, flow, positive emotions, and VR experience on one hand. On the other hand, it investigates the linkage between VR experience and attitudes towards tourism destination. A quantitative approach is used to test the hypotheses. Simple linear regression shows that all hypotheses are accepted except for the flow state VR tourist experience that is rejected. Managerial implications will be drawn.

Cette recherche étudie l’effet de l’attention envers la publicité sociétale (promotion partage) sur le système de valeurs du récepteur et l’effet du système de valeurs sur les attitudes envers la marque et l’annonce. Une étude quantitative a été menée auprès de 204 consommateurs. Les résultats ont été analysés au moyen de la méthode des équations structurelles via l’approche PLS. Les discussions et les recommandations managériales ont été présentées.