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<p>While the tourism industry has recognized the potential benefits of virtual reality (VR), virtual-related cyclotourism has not garnered as much focus. Relying on telepresence theory, flow theory, and the stimuli–organism–response (SOR) model, this study applies a structural equation modelling (SEM) analysis to test a conceptual model based on survey data from 232 individuals who experienced a virtual-related cycling tour in different locations. Specifically, it aims to test whether – and if so, the extent to which – vividness and interactivity influence telepresence and how telepresence, in turn, affects flow experience, satisfaction, and behavioural intentions. Findings show that the vividness and interactivity of the virtualscape significantly impact telepresence, which, in turn, influences the flow experience, the overall satisfaction and, ultimately, individuals’ behavioural intentions (i.e. the intention to make an on-site visit and the intention to recommend the experience or destination to others). Besides discussing the main contributions to the body of knowledge, the study points out that virtual cycling serves as an effective destination marketing tool for influencing travel decision-making and boosting the awareness, attractiveness and competitiveness of a destination. The limitations of the study and suggestions for future research directions are described in the final section.</p>

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Understanding the role of virtual cycling in boosting tourism attractiveness: an integrated theoretical perspective

  • 期刊论文

  • 发表日期：

    2026年2月27日

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  • Giacomo Del Chiappa,
  • Marcello Atzeni,
  • Md Salamun Rashidin

摘要

While the tourism industry has recognized the potential benefits of virtual reality (VR), virtual-related cyclotourism has not garnered as much focus. Relying on telepresence theory, flow theory, and the stimuli–organism–response (SOR) model, this study applies a structural equation modelling (SEM) analysis to test a conceptual model based on survey data from 232 individuals who experienced a virtual-related cycling tour in different locations. Specifically, it aims to test whether – and if so, the extent to which – vividness and interactivity influence telepresence and how telepresence, in turn, affects flow experience, satisfaction, and behavioural intentions. Findings show that the vividness and interactivity of the virtualscape significantly impact telepresence, which, in turn, influences the flow experience, the overall satisfaction and, ultimately, individuals’ behavioural intentions (i.e. the intention to make an on-site visit and the intention to recommend the experience or destination to others). Besides discussing the main contributions to the body of knowledge, the study points out that virtual cycling serves as an effective destination marketing tool for influencing travel decision-making and boosting the awareness, attractiveness and competitiveness of a destination. The limitations of the study and suggestions for future research directions are described in the final section.