As the tourism industry seeks new ways to inspire, attract, and engage visitors, virtual reality (VR) has emerged as a powerful tool for achieving these goals. From digital previews of exotic locations to fully immersive heritage experiences, VR is no longer science fiction. Instead, it is a strategic marketing channel. Nevertheless, how do tourists perceive these virtual experiences? Moreover, what role do those perceptions play in shaping their attitudes and future travel behavior?

In his recent study published in the Italian Journal of Marketing, Md. Salamun Rashidin explores these questions through the article titled “Measuring the tourist perception of virtual reality and its impact on attitude and behavioural intention.” The paper presents a data-driven analysis of how VR technology impacts tourism decision-making, drawing on insights from consumer behavior, technology adoption, and marketing psychology.

Drawing on a structured empirical model and survey data, the study identifies five key factors that shape tourists’ perceptions of virtual reality experiences: immersion, presence, perceived ease of use, perceived usefulness, and enjoyment. According to the study’s results, these elements are not just technical features. They are emotional and cognitive triggers that influence how people feel about a destination and whether they intend to visit it in real life.

The implications are relevant for tourism marketers, destination management organizations, and tech developers alike. Therefore, in this interview, Md. Salamun Rashidin discusses how different dimensions of VR experiences influence travel decisions and reflects on the future of immersive technologies in tourism marketing.

How can destination marketers practically leverage VR to encourage both virtual and physical visits to lesser-known areas?

Destination marketers can use VR as a powerful storytelling tool to showcase the hidden charm of lesser-known areas. By creating immersive and interactive virtual tours—such as 360-degree videos of historical sites, nature trails, or cultural events—they allow potential tourists to “preview” the experience from anywhere. This builds familiarity, reduces uncertainty, and sparks interest. When travelers have a positive virtual experience, they are more likely to feel confident and motivated to visit in person.

Marketers can embed these VR experiences on tourism websites, promote them through social media, and partner with influencers or travel platforms to extend their reach. Especially in a post-pandemic context, VR also addresses health and safety concerns, offering a risk-free way to engage with destinations before making travel decisions.

Your study highlights the importance of perceived ease of use and usefulness of VR. What are the most critical features and design elements that tourism operators should prioritize to enhance these perceptions among potential tourists?

That is a great question. Based on my study, the most critical features and design elements tourism operators should prioritize are:

1. User-friendly interface – The VR experience should be intuitive and straightforward to navigate, even for users with little technical expertise. Easy controls and clear instructions help reduce cognitive load.
2. High-quality visuals and sound – Crisp imagery, realistic 360-degree views, and immersive audio enhance perceived usefulness by making the experience engaging and informative.
3. Mobile and web accessibility – Offering VR tours that are compatible with smartphones and browsers without requiring expensive headsets broadens access and ease of use.
4. Informational value – Tours should include layered content, such as historical facts, cultural insights, and recommendations, to increase the perceived usefulness of VR for planning real trips.
5. Low loading times and smooth performance – Technical reliability is crucial for maintaining user satisfaction and trust in the technology.

These features collectively shape positive attitudes and increase both virtual engagement and real-world travel intentions.

Given that the perceived risk of health issues moderates users’ intentions, how should tourism organizations adapt their VR communication strategies in times of health or geopolitical crises?

In times of health or geopolitical crises, tourism organizations should adapt their VR communication strategies to address travelers’ concerns and build trust directly. Based on my findings, here is how they can do that:

1. Emphasize safety and control – Highlight that VR offers a safe, risk-free way to explore destinations without physical exposure. Use messaging like “Experience before you go” or “Travel safely from home.”
2. Include health-related cues in the VR experience – Show safety protocols in virtual environments (e.g., clean public spaces, signage, low crowd density) to reassure users.
3. Use empathy-driven storytelling – Frame VR as a comforting and inspiring alternative when travel feels uncertain. This emotional appeal can strengthen the bond with the destination.
4. Keep communication transparent and timely – Share real-time updates through VR overlays or companion platforms, keeping users informed about reopening timelines or safety measures.

By combining immersive content with clear health messaging, tourism organizations can leverage VR as a tool not only for promotion but also for reassurance and recovery.

What lessons from your research can be applied by managers of cultural and historical sites looking to integrate VR experiences into their long-term visitor engagement plans?

Managers of cultural and historical sites can draw several key lessons from my research when integrating VR into their long-term engagement strategies. First, it is essential to ensure that the VR experience is both easy to use and genuinely informative—visitors are more likely to engage when they find the technology accessible and valuable. High-quality visuals, intuitive navigation, and layered storytelling that convey historical or cultural context can significantly enhance user interest and satisfaction.

VR should not just replicate the site but add value by offering behind-the-scenes access, reenactments, or multilingual guides that may not be available on-site. Additionally, promoting VR as a preview tool can help attract visitors who are hesitant or unfamiliar with the location, encouraging them to visit in person. In times of disruption, such as pandemics or geopolitical instability, VR can also serve as a continuity tool to maintain audience connection and interest. Ultimately, VR should be seen not as a one-time novelty but as a strategic complement to the physical site—enhancing accessibility, education, and global reach over time.

Copertina: Foto di Victoria da Pixabay