Stylish Virtual Tour: Exploring Fashion's Influence on Attitude and Satisfaction in VR Tourism

Elmashhara, Maher Georges, Blazquez, Marta and Julião, Jorge (2024) Stylish Virtual Tour: Exploring Fashion's Influence on Attitude and Satisfaction in VR Tourism. International Journal of Contemporary Hospitality Management. ISSN 0959-6119

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Abstract

Purpose – This study aims to investigate the influence of different virtual fashion styles on attitude and satisfaction within Virtual Reality (VR) tourism experiences. The investigation considers the mediating effect of perceived attractiveness, popularity, novelty, and weirdness, as well as the moderating role of self-congruence with avatar clothing and the desire for unique products. Design/Methodology/Approach – This research employs a quantitative experimental approach. Initially, a three-step pilot study (N= 201) was conducted to select avatar fashion styles for the main investigation. In the primary study, participants (N= 326) engaged with one out of four fashion style conditions to select attire for their avatars and then completed a self-administered survey. Data analysis involved paired-sample t-tests, MANOVA, and Hayes' PROCESS Models. Findings – The results show that presenting fantasy avatar fashion styles leads to a decrease in perceived attractiveness and popularity, while concurrently increasing perceptions of novelty and weirdness, which in turn exert a negative influence on attitude and satisfaction with the Virtual Fitting Room (VFR). However, these relationships change when considering the moderating role of self-congruence with avatar clothing and the desire for unique products. Practical Implications – VR tourism experience providers and designers can utilize research findings to bolster positive attitude and enhance satisfaction with VFR; an important first step that strongly affects the rest of the VR tourist journey. Originality/Value – This study contributes to tourism research by exploring the intersection of immersive technologies and virtual fashion. It emphasizes the enhancement of critical touchpoints like the VFR, moving beyond a sole focus on VR adoption, to improve the overall virtual tourist experience.