This study examined the effects of virtual reality (VR) and 360-degree video on destination image formation and intention to visit. The researchers tested a model with six hypotheses related to cognitive image, affective image, overall image, and intention to visit. 126 participants viewed a 360-degree video of Madrid using either VR goggles or a computer and completed a survey. The results found that VR had a positive impact on affective and cognitive images, and increased feelings of involvement compared to the computer. Viewing medium impacted how destination image was formed. Practically, VR can be used by tourism industries and destinations to promote locations. Theoretically, the study validated an existing destination image model across platforms.

1. The Effects of Virtual Reality on
Destination Image Formation
Ashelle McFee, Tanja Mayrhofer, Andrea Barátová, Barbara Neuhofer,
Mattia Rainoldi and Roman Egger
Salzburg University of Applied Sciences, Austria

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Does viewing a 360-
degree video through
VR goggles lead to an
increased intention to
visit a destination in
comparison to a
computer platform?

3. 3 Types of Destination Image
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Conative
Image
Cognitive
Image
Affective
Image
Gartner (1994)

4. Virtual Reality (VR) and 360-degree video
• VR requires a high level of involvement by users (Gutierrez et
al, 2008).
• The level of involvement during the information gathering
process benefits the destination image of potential visitors
(Frías et al, 2008).
• VR has the potential to transit information with low
equivocation and low uncertainty (Punj and Moor, 2009) via
virtual tours.
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5. Virtual Reality (VR) and 360-degree video
• Virtual tours convey richer information
about a destination, which increases the
destination’s image quality (Vogt and
Fesenmaier, 1998).
• VR creates a seemingly stronger affective
image (Diemer et al, 2015) and the
information is more likely to be recalled
later (Marchiori et al, 2017).
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6. Model of Research Processes & Hypotheses
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H1: Virtual Reality (high level of involvement) has a positive impact on cognitive image.
H2: Virtual Reality (high level of involvement) has a positive impact on affective image.
H3: A favourable cognitive image has a positive impact on overall image.
H4: A favourable cognitive image has a positive impact on affective image.
H5: A favourable affective image has a positive impact on overall image.
H6: A favourable overall image has a positive impact on tourists’ intention to visit.
Molinillo et al. (2018)

7. Methodology
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Purposive
Convenience
Sampling
• Email
• Personal Approach
Madrid 360-
degree video
• VR Goggles
Novelty
• Computer
Quantitative
Questionnaire
• All 126
Participants
RQ: Does viewing a 360-degree video through VR googles lead to an increased intention
to visit a destination in comparison to a computer platform?

8. Tools Used
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vs.
72 54
Random Assignment

9. Quantitative Survey
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VR Goggles or Computer
Molinillo et al. (2018)
Cognitive image: 7 items
Affective image: 4 items
Involvement: 3 items
Overall image: 1 item
Intention to visit: 4 items
Demographic data

10. Demographic Data
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Sample Characteristics
Number Percentage
Gender
Male 69 55%
Female 55 44%
Education
A-Level 34 27%
Apprenticeship 4 3%
Bachelors 52 41%
Diploma 15 12%
Master’s Degree 19 15%
PhD 1 1%
Other 1 1%
Age
18-24 47 37%
25-34 64 51%
35-44 7 6%
45-54 2 2%
55-64 5 4%
above 65 1 1%
Occupation
Non-Student 56 44%
Student 70 56%

11. Reliability Analysis
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Construct Number of
Factors
Cronbach’s
Alpha
Affective Image 4 .728
Cognitive 7 .629
Involvement 3 .766
Overall Image 1 1
Intention to Visit 4 .818

12. Hypotheses Testing
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13. Conclusion and Implications
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• VR has a positive impact on the affective and cognitive images
• Users of the VR goggles felt more involved in comparison to the
computer group
• The device used to absorb information is what impacts the formation
of destination image

14. Conclusion and Implications
• Practical Implications
• Travel agents can use VR to present destinations to potential customers
• Content production companies are encouraged VR compatible 360-degree
videos
• Can be used by destinations to manage overcrowding and seasonality
• Theoretical Implications
• Validates Molinillo’s et al (2018) model and expands that it is reliable across
various platforms
• Proves that VR is a useful tool for the tourism industry
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15. Limitations and Future Research
• Limitations
• The purposive convenience sampling led to a limited generalisability of results
• The age range 18-34 was dominant throughout the research
• Uneven distribution between VR and computer groups
• Future Research
• Test model and content across a wider range of platforms and devices
• Expand the model to include interesting dimensions e.g. concept of flow
• Include the sensory dimensions of the VR user and test the effect on image
formation
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16. Thank You!
Ashelle McFee, Tanja Mayrhofer, Andrea Barátová, Barbara Neuhofer, Mattia
Rainoldi and Roman Egger
Contact: Barbara.Neuhofer@fh-Salzburg.ac.at
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