e-space
Manchester Metropolitan University's Research Repository

    Place attachment theory and virtual reality: the case of a rural tourism destination

    Pantelidis, Christos, tom Dieck, Mandy ORCID logoORCID: https://orcid.org/0000-0002-8765-8969, Jung, Timothy ORCID logoORCID: https://orcid.org/0000-0002-8594-6641, Smith, Paul and Miller, Amanda (2024) Place attachment theory and virtual reality: the case of a rural tourism destination. International Journal of Contemporary Hospitality Management. ISSN 0959-6119

    [img]
    Preview
    Accepted Version
    Available under License Creative Commons Attribution Non-commercial.

    Download (347kB) | Preview

    Abstract

    Purpose: The purpose of this study is to explore from a place attachment (PA) theory perspective the extent to which and how, a fully immersive VR experience enhances tourists’ attachment level on-site at a rural destination. Study Design/Methodology/Approach: This study applied an exploratory mixed method approach. Respondents were tourists visiting the Lake District National Park who were asked to try a VR experience. In study 1, interviews were conducted to explore new themes and to develop an enhanced PA framework in VR. Study 1 confirmed existing variables from the literature and highlighted new variables (themes) to be included in the new framework on how PA is formed. In study 2, surveys were conducted, and the proposed framework analyzed using structural equation modelling (PLS-SEM). To fully understand how VR had an impact on enhancing PA, the moderating effect of tourists’ pre-existing place attachment was considered. Findings: The findings revealed ‘Accessibility’, ‘Memories’, and ‘Increased Place Knowledge’ as new themes (variables) and confirmed that these and established variables ‘Aesthetics’ and ‘Presence’ enhance place attachment leading to increased loyalty. Significant moderating effects of existing PA were found. Practical implications: VR serves as a complementary and substitutional tool for tourism. Tailored VR experiences for diverse tourist needs may enhance destination marketing and competitiveness. For tourists with low PA, destinations should focus on promoting activities and highlights to enhance engagement and the experiential understanding of the destination. For tourists with high PA, VR experiences should focus on providing a comprehensive view of the destination and unveiling new places. In both cases, the VR experience leads to deeper engagement with the destination and an increase in PA. Originality/Value: Research on the impact of VR on tourists’ PA is limited. To address this gap, this study’s theoretical contribution lies in developing and testing a PA framework within a VR and tourism context. This also includes the validation of new measurement items developed in relation to the new themes.

    Impact and Reach

    Statistics

    Activity Overview
    6 month trend
    218Downloads
    6 month trend
    104Hits

    Additional statistics for this dataset are available via IRStats2.

    Altmetric

    Repository staff only

    Edit record Edit record