Serial mediation role of destination image: Will virtual reality replace the decision to visit offline destination?
-
Author(s)Karisma Sri RahayuLink to ORCID Index: https://orcid.org/0000-0003-3102-7428
,
Andriani KusumawatiLink to ORCID Index: https://orcid.org/0000-0002-0684-8550
,
Edriana PangestutiLink to ORCID Index: https://orcid.org/0000-0002-8398-9568
,
Endang Siti AstutiLink to ORCID Index: https://orcid.org/0000-0003-3283-7342
-
DOIhttp://dx.doi.org/10.21511/im.20(2).2024.05
-
Article InfoVolume 20 2024, Issue #2, pp. 54-64
- 209 Views
-
58 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
This study aims to evaluate the impact of virtual reality exposure on Instagram users’ decisions to visit physical locations and their perceptions of the destination. It also analyzes the mediating role of destination image on the phygical tourism intentions of Instagram users in Indonesia. This study employs a positivist paradigm and uses an explanatory research design to conduct an online survey about virtual reality experiences and outline respondents’ opinions about the decision to visit particular destination. Next, 280 millennial generation Instagram account followers responded to an online questionnaire; the data were analyzed using structural equation modeling. The criteria for respondents are Indonesian citizens who are Instagram followers and have virtual experience. Most respondents were between the ages of 23-32 years. The research findings indicate virtual reality positively and significantly affects destination image and offline visit decisions. Destination image has a positive and significant effect on offline visit decisions. Virtual reality encounters were incapable of substituting offline visits. The virtual reality encounter affects the perception of a destination and influences the decision to visit specific location in person. Destination images partially mediate the relationship between virtual reality experience and offline visit decisions. This study enhances the understanding of consumer behavior by examining its relationship with technological advancements, particularly among millennials. This paper also offers tangible contributions to tourism marketing management for destination managers.
Acknowledgments
This publication is partly funded by the Directorate General of Higher Education. The authors also acknowledge the financial support from the Directorate General of Higher Education through Brawijaya University.
- Keywords
-
JEL Classification (Paper profile tab)M31, M37, O33, Z32
-
References50
-
Tables2
-
Figures2
-
- Figure 1. Conceptual model
- Figure 2. SmartPLS model
-
- Table 1. Validity and reliability
- Table 2. Hypotheses testing
-
- Astuti, L. D. P. (2018, March 3). Nongkrong di Kafe, Tren atau Eksistensi [Hanging out in cafes, trends or existence]. Viva. (In Indonesian).
- Atzeni, M., Del Chiappa, G., & Mei Pung, J. (2022). Enhancing visit intention in heritage tourism: The role of object-based and existential authenticity in non-immersive virtual reality heritage experiences. International Journal of Tourism Research, 24(2), 240-255.
- Azjen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
- Blasco-Lopez, F., Recuero Virto, N., Aldas Manzano, J., & Cruz Delgado, D. (2019). Facebook’s power: Factors influencing followers’ visit intentions. Spanish Journal of Marketing – ESIC, 23(1), 95-117.
- Boavida-Portugal, I., Ferreira, C. C., & Rocha, J. (2017). Where to vacation? An agent-based approach to modelling tourist decision-making process. Current Issues in Tourism, 20(15), 1557-1574.
- Brent Ritchie, J. R., Wing Sun Tung, V., & Ritchie, J. B. R. (2011). Tourism experience management research: Emergence, evolution and future directions. International Journal of Contemporary Hospitality Management, 23(4), 419-438.
- Chandralal, L., & Valenzuela, F.-R. (2015). Memorable tourism experiences: Scale development. Contemporary Management Research, 11(3), 291-310.
- Chaulagain, S., Wiitala, J., & Fu, X. (2019). The impact of country image and destination image on US tourists’ travel intention. Journal of Destination Marketing & Management, 12, 1-11.
- Chin, W. W., Vinzi, V. E., Chin, W. W., Henseler, J., & Wang, H. (2010). Handbook of partial least squares. Springer.
- Cho, Y.-H., & Fesenmaier, D. R. (2000). A conceptual framework for evaluating effects of a virtual tour. In D. R. Fesenmaier, S. Klein, & D. Buhalis (Eds.), Information and Communication Technologies in Tourism 2000 (pp. 314-323). Vienna: Springer.
- Choo, H., Ahn, K., & Petrick, J. F. (2016). An integrated model of festival revisit intentions: Theory of planned behavior and festival quality/satisfaction. International Journal of Contemporary Hospitality Management, 28(4), 818-838.
- Clark, J. (2017). Why Should You Care About Virtual Reality In Marketing? Forbes Agency Council.
- De Canio, F., Martinelli, E., Peruzzini, M., & Marchi, G. (2021). The use of virtual tours to stimulate consumers’ buying and visit intentions: An application to the Parmigiano Reggiano cheese. Italian Journal of Marketing, 2021(3), 209-226.
- Grewal, D., Roggeveen, A. L., & Nordfält, J. (2017). The Future of Retailing. Journal of Retailing, 93(1), 1-6.
- Hair Jr., J. F., Matthews, L. M., Matthews, R. L., & Sarstedt, M. (2017). PLS-SEM or CB-SEM: updated guidelines on which method to use. International Journal of Multivariate Data Analysis, 1(2), 107.
- Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24.
- Huang, Y.-C., Backman, S. J., Backman, K. F., & Moore, D. (2013). Exploring user acceptance of 3D virtual worlds in travel and tourism marketing. Tourism Management, 36, 490-501.
- Hunter, W. C. (2012). Projected destination image: A visual analysis of Seoul. Tourism Geographies, 14(3), 419-443.
- Isaac, R. K., & Eid, T. A. (2019). Tourists’ destination image: an exploratory study of alternative tourism in Palestine. Current Issues in Tourism, 22(12), 1499-1522.
- Jalilvand, M. R., & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence & Planning, 30(4), 460-476.
- Kim, H., So, K. K. F., Mihalik, B. J., & Lopes, A. P. (2021). Millennials’ virtual reality experiences pre- and post-COVID-19. Journal of Hospitality and Tourism Management, 48, 200-209.
- Kim, M. J., Lee, C. K., & Preis, M. W. (2020). The impact of innovation and gratification on authentic experience, subjective well-being, and behavioral intention in tourism virtual reality: The moderating role of technology readiness. Telematics and Informatics, 49, Article 101349.
- Kusumawati, A., Rahayu, K. S., & Putra, E. W. (2022). Antecedents customer decision to visit Yogyakarta as special regions in Indonesia. Cogent Business & Management, 9(1), Article 2050062.
- Lee, H., Jung, T. H., tom Dieck, M. C., & Chung, N. (2020). Experiencing immersive virtual reality in museums. Information & Management, 57(5), Article 103229.
- Lee, M., Lee, S. A., Jeong, M., & Oh, H. (2020). Quality of virtual reality and its impacts on behavioral intention. International Journal of Hospitality Management, 90, Article 102595.
- Leong, A. M. W., Yeh, S. S., Hsiao, Y. C., & Huan, T. C. T. C. (2015). Nostalgia as travel motivation and its impact on tourists’ loyalty. Journal of Business Research, 68(1), 81-86.
- Leung, X. Y. (2019). Do destination Facebook pages increase fan’s visit intention? A longitudinal study. Journal of Hospitality and Tourism Technology, 10(2), 205-218.
- Lin, L.-Z., & Yeh, H.-R. (2022). Using ZMET to explore consumers’ cognitive model in virtual reality: take the tourism experience as an example. Current Issues in Tourism.
- Lin, L. P. (L.), Huang, S. C. (L.), & Ho, Y. C. (2020). Could virtual reality effectively market slow travel in a heritage destination? Tourism Management, 78, Article 104027.
- Lu, J., Hung, K., Wang, L., Schuett, M. A., & Hu, L. (2016). Do perceptions of time affect outbound-travel motivations and intention? An investigation among Chinese seniors. Tourism Management, 53, 1-12.
- Machin, D., & Campbell, M. J. (2009). Sample size table. John Wiley & Sons, Ltd.
- Manchanda, M., & Deb, M. (2022). Effects of multisensory virtual reality on virtual and physical tourism during the COVID-19 pandemic. Current Issues in Tourism, 25(11), 1748-1766.
- Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT.
- Rauschnabel, P. A. (2018). Virtually enhancing the real world with holograms: An exploration of expected gratifications of using augmented reality smart glasses. Psychology and Marketing, 35(8), 557-572.
- Satyarini, N. W. M., Rahmanita, M., & Setarnawat, S. (2017). The influence of destination image on tourist intention and decision to visit tourist destination (A case study of Pemuteran Village in Buleleng, Bali, Indonesia). TRJ: Tourism Research Journal, 1(1), 81-97.
- Singarimbun, M., & Effendi, S. (2011). Survey research method. LP3ES. Indonesia.
- Singh, S. V., & Rajan, R. (2019). Online travel portal and their effect on travel agency: A study on outbound visitors of Varanasi. International Journal of Research and Analytical Reviews (IJRAR), 6(2), 387-393.
- Stewart Jr., W. H., May, R. C., & Ledgerwood, D. E. (2015). Do you know what I know? Intent to share knowledge in the US and Ukraine. Management International Review, 55(6), 737-773.
- Su, L., Lian, Q., & Huang, Y. (2020). How do tourists’ attribution of destination social responsibility motives impact trust and intention to visit? The moderating role of destination reputation. Tourism Management, 77, Article 103970.
- Tang, J., Wu, H., Ramos, V., & Sriboonchitta, S. (2021). The role of weather conditions on tourists’ decision-making process: A theoretical framework and an application to China’s inbound visitors. Current Issues in Tourism, 24(24), 3450-3465.
- Tussyadiah, I. P., Wang, D., Jung, T. H., & tom Dieck, M. C. (2018). Virtual reality, presence, and attitude change: Empirical evidence from tourism. Tourism Management, 66, 140-154.
- Velikova, N., Charters, S., & Cogan-Marie, L. (2023). Destination image and the perceptions of regional iconic goods. Current Issues in Tourism.
- Vera, N., & Chang, S. (2022). The indirect experiences of young adult tourists with hypothetical cultural festivals/events via Twitter and an official homepage amid COVID-19: Focusing on destination image. Journal of Destination Marketing & Management, 23, Article 100694.
- Wang, J., Ding, X., & Wang, K. (2023). Brand gestalt cognition and tourists’ destination decision making: A study of international island destinations. Current Issues in Tourism.
- Wu, H. C., Ai, C. H., & Cheng, C. C. (2020). Virtual reality experiences, attachment and experiential outcomes in tourism. Tourism Review, 75(3), 481-495.
- Wu, X., & Lai, I. K. W. (2021). Identifying the response factors in the formation of a sense of presence and a destination image from a 360-degree virtual tour. Journal of Destination Marketing & Management, 21, Article 100640.
- Yung, R., Khoo-Lattimore, C., & Potter, L. E. (2021). Virtual reality and tourism marketing: Conceptualizing a framework on presence, emotion, and intention. Current Issues in Tourism, 24(11), 1505-1525.
- Zeng, G., Cao, X., Lin, Z., & Xiao, S. H. (2020). When online reviews meet virtual reality: Effects on consumer hotel booking. Annals of Tourism Research, 81, Article 102860.
- Zhang, Y. (2015). The impact of brand image on consumer behavior: A literature review. Open Journal of Business and Management, 3(1), 58-62.
- Zolfagharian, M., & Yazdanparast, A. (2019). Immediacy pandemic: Consumer problem-solving styles and adaptation strategies. European Journal of Marketing, 53(6), 1051-1072.
-
Destination image and its consequences in the perspective of four-stage loyalty model (an empirical evidence from visitors of Tarakan City, Indonesia)
Marso ,
Sri Gunawan
doi: http://dx.doi.org/10.21511/ppm.16(2).2018.25
Problems and Perspectives in Management Volume 16, 2018 Issue #2 pp. 269-278 Views: 1364 Downloads: 279 TO CITE АНОТАЦІЯThe study was conducted to test the postulate of four-stage loyalty model through the concept of destination image to represent cognitive component, satisfaction for affective aspect, and intention loyalty as the representative of conative component. The sample in this research was 102 tourists who visited Tarakan City, Indonesia in November 2016. The structural equation model showed that destination image was satisfaction antecedent, and satisfaction was the antecedent of intention loyalty. The impact of destination image towards intention loyalty was fully mediated by satisfaction. Theoretically, this research result had the implication in developing loyalty theory, while the managerial implication was beneficial to increase visitors loyalty to Tarakan City as a tourism destination.
-
The effect of perceived eco-support and need for uniqueness on eco-destination image and eco-destination identification
Patwayati 
doi: http://dx.doi.org/10.21511/ppm.17(2).2019.06
Problems and Perspectives in Management Volume 17, 2019 Issue #2 pp. 83-92 Views: 1115 Downloads: 140 TO CITE АНОТАЦІЯThe present study attempts to bring up eco-destination which is until now still under-researched. Especially, it puts interest in the relationship between image and identification, which is absent in tourism literature. Combined together and tailored to its purpose, it develops new constructs, that is eco-destination image and eco-destination identification. In order to represent the real nature of Wakatobi as eco-destination, it also develops another two constructs as the antecedents of eco-destination image and eco-destination identification, that is perceived eco-support and need for uniqueness. By doing so, it puts together interactively some theories that previously stand mutually-exclusive, especially those of image, uniqueness, subjective norm, and social identity theories. This mixture becomes its conspicuous novelty. The population covers domestic and international tourists over 25 years old. It applies convenience sampling for questionnaire distribution. It applies SPSS for data analysis. The results would be that perceived eco-support has significant effects on destination image and eco-destination identification, while destination image has a significant direct effect on eco-destination identification, which makes destination image only serve as a partial mediator in the relationship between perceived eco-support and eco-destination identification. Need for uniqueness should have an insignificant effect on eco-destination identification, but significant effect on destination image. It means that destination image serves as a full mediator in the relationship between need for uniqueness and eco-destination identification.
