Virtual tourist motivation: the differences between virtual tourism and on-site tourism

Abstract

Purpose Virtual tourism has become popular in recent years. However, there is still a research gap on virtual tourist motivation. This study aims to identify virtual tourist motivation and explore the relationship between virtual tourism and on-site tourism. Design/methodology/approach This research identifies virtual tourist motivation based on Means-end chain (MEC) theory. Laddering interviews with 32 respondents were conducted to construct a hierarchical value map. Additionally, a motivation analysis of virtual tourism and on-site tourism was developed based on a review of the relevant literature. Findings This exploratory study revealed 12 attributes, 9 results and 4 values that virtual tourists wish to achieve and identified 5 means-end chains where self-satisfaction is the most important value-led motivation. Compared with on-site tourism motivations, virtual tourism shows possibilities of replacing, complementing and extending on-site tourism under certain circumstances. However, it significantly depends on whether tourists are attracted by the technical characteristics, security and experience conditions of virtual tourism. Originality/value This study contributes to understanding virtual tourist motivation and offers motivation-based insights into the relationship between virtual and on-site tourism. Managerial implications on how to attract potential online tourists are also provided.

Virtual reality and mental imagery towards travel inspiration and visit intention

“…Compared to static images, VR offers rich media features and several communication cues (Kandaurova & Lee, 2019;Yang et al, 2023).…”

“…The role of VR has been underestimated in the literature (Yang et al, 2023). To fill this gap, the study empirically investigates whether and how VR-facilitated mental imagery leads to travel inspiration and visit intention to a destination.…”

“…The conceptual model reflects the rich body of mental imagery literature (Lee & Gretzel, 2012;Loureiro et al, 2022) and the transmission model of inspiration (Thrash et al, 2014;Thrash & Elliot, 2003). The unexpected discovery of new ideas (inspired by) about travelling to a destination while using VR, urges users to pursue new travel goals (inspired-to) (Dai et al, 2022;Khoi et al, 2020;Yang et al, 2023).…”

Short video marketing in tourism: Telepresence, celebrity attachment, and travel intention

“…Especially after the COVID‐19 pandemic, technology‐enabled travel experiences are creating value together with supporting travelers at all stages before, during and after the trip (Buhalis, 2020). For example, livestreaming (Li et al, 2022; Shang et al, 2022; Shen et al, 2022), Virtual tours (Yang et al, 2023), Metaverse (Go & Kang, 2023; Dwivedi et al, 2022; Buhalis et al, 2023), etc. TikTok ranks among the most distinguished technology‐enabled travel platforms, offering a range of unique features setting it apart from other social media platforms.…”

How to use augmented reality to promote a destination? The mediating role of augmented reality attachment

“…In recent years, technology‐based tourism experiences have enhanced the travel experience and destination marketing (Casais & Ferreira, 2023; Cham et al, 2023; Kim & Hall, 2020; Kim & Hall, 2022; Molina‐Collado et al, 2022; Morrison et al, 2023; Yang et al, 2023; Yang & Zhang, 2022). In this context, the term metaverse has emerged and received widespread publicity.…”