Virtual Reality-Based Promotion and Its Effect on Destination Image and Travel Intention
Keywords:
Virtual Reality, Destination Image, Travel Intention, Tourism Promotion, ImmersionAbstract
This research is based on the increasing use of virtual reality in tourism promotion to shape destination image and encourage travel intention. The purpose of this study is to analyze the influence of virtual reality-based promotion on destination image and travel intention with immersion as a mediator. The research method uses a quantitative approach with a causal design, supported by a systematic literature review to compile conceptual models and variable indicators. Data was collected through a Likert scale questionnaire from respondents who had experienced destination VR promotions, and then analyzed using SEM-PLS to test the direct and indirect relationships between variables. The results of the study show that VR-based promotion has a positive effect on destination image and travel intention, and immersion strengthens this influence as a significant mediation channel. This research provides a practical contribution for destination managers in designing digital promotions that are more immersive, interactive, and effective to increase tourist interest in visits.
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