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When online reviews meet virtual reality: Effects on consumer hotel booking

Zeng, G.; Cao, X.; Lin, Z.; Xiao, S.

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Authors

G. Zeng

X. Cao



Abstract

This study examines the direct and interaction effects of online reviews (quality and quantity) and virtual reality on consumer hotel booking. Data were collected from two 2 x 2 experimental studies. The results show a direct effect of both online review and virtual reality's application on behavioral intention, and the influence of online reviews on behavioral intention was weakened when virtual reality was applied. Moreover, online reviews and virtual reality had a significant combined effect on behavioral intention, with greater strength than that of online reviews alone. The findings provide insights for travel and tourism managers to enhance marketing communication effects by proper use of virtual reality to complement online reviews.

Citation

Zeng, G., Cao, X., Lin, Z., & Xiao, S. (2020). When online reviews meet virtual reality: Effects on consumer hotel booking. Annals of Tourism Research, 81, Article 102860. https://doi.org/10.1016/j.annals.2020.102860

Journal Article Type Article
Acceptance Date Jan 5, 2020
Online Publication Date Jan 15, 2020
Publication Date Mar 31, 2020
Deposit Date Jan 6, 2020
Publicly Available Date Mar 29, 2024
Journal Annals of Tourism Research
Print ISSN 0160-7383
Publisher Elsevier Masson
Peer Reviewed Peer Reviewed
Volume 81
Article Number 102860
DOI https://doi.org/10.1016/j.annals.2020.102860
Keywords Online review; virtual reality; dual coding theory; sensory information; textual information.
Public URL https://durham-repository.worktribe.com/output/1274672

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