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Article

Leveraging Virtual Reality Experiences to Shape Tourists’ Behavioral Intentions: The Mediating Roles of Enjoyment and Immersion

by
Sinh Hoang Nguyen
School of Business Administration, Ho Chi Minh City Open University, 97 Vo Van Tan, District 3, Ho Chi Minh City 700000, Vietnam
J. Zool. Bot. Gard. 2025, 6(2), 24; https://doi.org/10.3390/jzbg6020024
Submission received: 9 December 2024 / Revised: 7 February 2025 / Accepted: 17 March 2025 / Published: 14 April 2025

Abstract

This study investigates how virtual reality (VR) experiences influence tourists’ intentions to visit Da Lat, Vietnam, as a botanical destination, emphasizing the mediating roles of enjoyment and immersion. By integrating flow theory with the Information Systems Success model, this research develops a comprehensive framework explaining how content quality, system quality, and VR vividness shape user engagement and travel intentions. Using Structural Equation Modeling (SEM), the study analyzes survey data from 231 valid responses out of 240 participants. The findings reveal that content quality, system quality, and vividness significantly enhance enjoyment and immersion, which subsequently have a positive impact on travel intentions. The study contributes to the tourism and consumer experience literature by demonstrating how multisensory engagement in VR fosters decision-making. Theoretical implications include extending flow theory within virtual tourism and highlighting the joint influence of technological and perceptual factors on user behavior. Practically, these insights inform tourism marketers on optimizing VR environments to evoke emotional engagement and enhance destination appeal through immersive technology.
Keywords: virtual reality; destination marketing; travel intentions; enjoyment; immersion; flow states virtual reality; destination marketing; travel intentions; enjoyment; immersion; flow states

Share and Cite

MDPI and ACS Style

Nguyen, S.H. Leveraging Virtual Reality Experiences to Shape Tourists’ Behavioral Intentions: The Mediating Roles of Enjoyment and Immersion. J. Zool. Bot. Gard. 2025, 6, 24. https://doi.org/10.3390/jzbg6020024

AMA Style

Nguyen SH. Leveraging Virtual Reality Experiences to Shape Tourists’ Behavioral Intentions: The Mediating Roles of Enjoyment and Immersion. Journal of Zoological and Botanical Gardens. 2025; 6(2):24. https://doi.org/10.3390/jzbg6020024

Chicago/Turabian Style

Nguyen, Sinh Hoang. 2025. "Leveraging Virtual Reality Experiences to Shape Tourists’ Behavioral Intentions: The Mediating Roles of Enjoyment and Immersion" Journal of Zoological and Botanical Gardens 6, no. 2: 24. https://doi.org/10.3390/jzbg6020024

APA Style

Nguyen, S. H. (2025). Leveraging Virtual Reality Experiences to Shape Tourists’ Behavioral Intentions: The Mediating Roles of Enjoyment and Immersion. Journal of Zoological and Botanical Gardens, 6(2), 24. https://doi.org/10.3390/jzbg6020024

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