Tourists’ Virtual Experiences to Create Sustainability: A Conceptual Model and Propositions

Existing research suggests that virtual experiences have resulted in having a significant influence on the formation of mental imagery when a customer is looking forward to a tourist destination. The construction of mental imagery further leads to the purchase intention, brand experience, brand engagement, and customer attitude, which result in the purchase of tourism products and services. The research has only considered published research papers in peer-reviewed journals. This article selected a total of sixty-eight research papers to be reviewed based on the studied concept’s usefulness. Further, the research papers were examined based on the cognitive theory of multimedia learning and a conceptual model has been developed with various prepositions to show the interrelationship between the various antecedents of virtual reality, which finally leads to the final purchase. This chapter will discuss some implications and strategies for professionals, researchers, and practitioners.