1Tourism is a dynamic and competitive sector in which destinations must perpetually innovate to attract visitors and sustain their allure in an increasingly saturated global market. Conventional marketing strategies, although still pertinent, are inadequate for captivating contemporary travelers who desire immersive, interactive, and technology-enhanced experiences. In this context, Virtual Reality (VR) has emerged as a revolutionary instrument in tourism marketing, enabling prospective travelers to investigate destinations prior to making a purchasing decision (Egger & Neuburger, 2020). Virtual reality enhances destination appeal, consumer engagement, and decision-making processes by creating immersive digital experiences, rendering it a valuable asset for marketers and travelers (Guttentag, 2015).
2The swift progression of immersive technologies, such as Virtual Reality (VR) and Augmented Reality (AR), has fundamentally transformed the manner in which destinations convey their distinctive attributes. In contrast to static images or conventional promotional videos, virtual reality offers an interactive, multi-sensory experience that enables prospective tourists to explore a destination remotely, enhancing their sense of presence and emotional engagement (Hopf et al., 2020). Studies indicate that the application of virtual reality in tourism marketing can markedly affect travel intentions by diminishing uncertainty and enhancing consumer confidence in their decisions (Khoo-Lattimore et al., 2019). Furthermore, the capacity to "try before you buy" advantages both consumers and destinations aiming to distinguish themselves in a competitive marketplace (Moyle et al., 2021).
3This paper investigates the function of virtual reality as a resource in tourism marketing, analyzing its influence on destination appeal, consumer involvement, and the travel decision-making process. This study examines the opportunities, challenges, and future prospects for incorporating immersive technologies into destination marketing strategies by reviewing existing literature and analyzing Dubai's utilization of virtual reality in tourism promotion. This research enhances the broader discourse on digital transformation in the travel industry by examining the practical applications and theoretical foundations of virtual reality in tourism.
4Tourist destinations face increasing competition in a saturated global market and a declining global economy. In such a context, can technological tools like virtual reality transform tourism marketing strategies to increase destination attractiveness and help travelers make informed decisions?
5This study utilizes a qualitative research methodology to investigate the impact of Virtual Reality (VR) on destination marketing and appeal. Due to the dynamic development of immersive technologies in tourism, a case study methodology was selected to conduct a comprehensive analysis of the integration of VR into tourism promotion, specifically examining Dubai’s tourism sector. The study utilizes secondary data sources, such as academic literature, industry reports, and official marketing materials, to develop a thorough understanding of VR applications in tourism, their efficacy, and the associated challenges.
6The data collection process entailed the examination of peer-reviewed journal articles, conference papers, and industry reports from entities including Dubai’s Department of Economy and Tourism (DET) and the World Travel & Tourism Council (WTTC). Furthermore, an analysis was conducted on digital promotional materials from Visit Dubai, Dubai 360, and various tourism campaigns to evaluate the application of VR in augmenting destination branding and visitor engagement. This methodology facilitated the analysis of particular VR-centric tourism projects, including Dubai's virtual destination tours, VR Park Dubai, and Al Shindagha Museum, to assess their impact on attracting prospective travelers and shaping travel choices.
7Dubai was chosen as a case study because of its prominent position in digital tourism transformation and its strategic investment in smart tourism initiatives. The tourism sector of the city offers a significant framework for analyzing how virtual reality improves consumer engagement and the elements that influence its successful or constrained adoption. A thematic analysis was performed on the gathered data, emphasizing principal themes including the perceived advantages of VR for destination appeal, consumer behavior and engagement, obstacles to adoption, and prospective industry trends. This analytical framework facilitates a comprehensive examination of VR's efficacy in improving destination marketing strategies, while also emphasizing the technological, financial, and adoption-related obstacles that may impede its extensive implementation.
8This study integrates theoretical insights from literature with practical applications in Dubai, offering a comprehensive understanding of VR's role in tourism marketing. The findings provide significant insights for destination managers, tourism marketers, and policymakers, enabling them to evaluate the viability of virtual reality as a sustainable marketing strategy in a progressively digital and experience-oriented tourism environment.
9In 1976, MacCannell defined tourist attractiveness as 'an empirical relationship between a tourist, a sight and a marker'. (Neil Leiper, 1990, p. 370). This definition means that there is an intentional and measurable link between the tourist (the visitor), the place of interest and the place of reference. It suggests that these three elements interact in a way that is observable, measurable and amenable to empirical study.
10Lew defined tourist attractiveness as ‘the fundamental element on which tourism is developed’ (Lew, 1987, p. 554). It refers to the characteristics of a place that attract visitors.
11However, Gunn (1988) argues that all attractions can be classified as tourist attractions (Gunn, 1988, p. 37). He also points out that without developed tourist attractions, tourism, as we know it today, could not exist. Therefore, tourist attractions are what encourage tourists to go to a destination and stay there. This means that without tourist attractions that are promoted and developed, tourism would be much less important and much less diversified.
12Taking a closer look at what consumers are looking for, Hu and Ritchie (1993) define the attractiveness of a destination in terms of its ability to provide satisfaction and perceived benefits to tourists (Hu Y, 1993). The concept of destination can be seen as the mainstay of tourism (Buhalis, 1998). According to them, the ability of any destination to attract visitors depends on the combination of tourism products, including facilities, attractions, and activities, that meet the needs and desires of tourists. Attractiveness is what motivates tourists to choose a destination according to their own interests and preferences (Benckendorff & Pearce, 2003). Attractiveness is an asset for destinations that encourages tourists to participate in the activities offered. It derives from the ability of the destination to offer a wide range of leisure activities and services tailored to the needs of the population. This means that a region's economic development and success are closely linked to its ability to attract tourists (Vo Thanh & Kirova, 2019, p. 07).
13From a different perspective, based on a multiple-attribute approach focusing mainly on supply, the attractiveness of a destination is generally measured by distinctive and functional attributes. Distinctive attributes relate to unique natural and/or cultural resources such as history, music, folklore, and special events (Bonn et al., 2007). Functional attributes are universal features such as transport, infrastructure, and services (Hou et al., 2005).
14In order to better understand the competitiveness of a tourist destination on a global scale, Ritchie and Crouch (2003) have developed a global model. This model identifies one of the main elements that enhances the competitiveness of a destination as the concept of attractiveness (Ritchie & Crouch, 2003). They argue that competitiveness goes beyond simply ranking a destination compared to its competitors. It covers the broader range of factors contributing to the competitiveness of an area. In contrast, desirability is characterized by the specific features that attract tourists. These attributes are the main factors that persuade travelers to visit and enjoy their stay in a particular place. The attractiveness of a tourist destination depends on the unique resources that attract potential visitors to that place.
15One of the key factors contributing to the attractiveness of a destination for tourists is often considered to be its "appeal". It reflects tourists' emotions, opinions, and impressions of the destination's perceived ability to satisfy their desire for a holiday. Attractiveness emphasizes the special features of a place that attract the interest of visitors (Chaudhary & UI Islam, 2021, p. 31).
16Tourist Attractiveness of a destination is commonly understood as a fundamental component that exerts a significant influence on how it attracts and retains visitors. This concept encompasses the emotional perceptions, subjective opinions and impressions that tourists leave regarding the perceived suitability of this place to satisfy their desire for sunshine during their holidays. In this context, desirability refers to the intrinsic characteristics of a place that fascinate travelers.
17In this way, the central role of tourist attractiveness as a conceptual pillar in the field of tourism studies is crystallized. Based on an approach that focuses on travelers’ subjective experiences, it recognizes the complexity of the emotional dynamics that underlie the choice of destinations. In fact, tourism attractiveness goes beyond the functional aspects of a destination, such as infrastructure or activities offered, to include the psychological and emotional aspects of people.
18The ability to meet the needs of visitors determines the attractiveness of a tourist destination. In order to develop an effective management policy, it is important to identify the unique assets of the destination that will contribute to the attraction and satisfaction of tourists. The distinctive features of a destination are the elements that make it unique and distinguish it from others. You will be involved in creating a powerful and attractive brand image that will attract tourists and provide a unique offering.
19Attractiveness can therefore be based on tangible or intangible attributes, which may be universal or typical of a destination (Vo Thanh & Kirova, 2019, p. 131).
Figure 1. “Leiper's model of the components of the tourism system"
Source: Attia, R. M., El Kasrawy, S., & Hamid, N. A. Exploring the Role of Egyptian Tourism-Related Third Sector Organizations (TSOs) in Sustainable Tourism Development. The Scientific Journal of the Faculty of Tourism and Hotels, Alexandria University, Vol. 17, Issue 2 (2020), P 32.
20Neil Leiper developed a tourism system model based on the systems approach, first in 1979 and then restructured in 1990. The model comprises three interdependent and interacting components that function as a group and respond to external influences. This is an open system with internal and external effects. The human element is the traveler; the geographic element is the area of origin, transit, and destination; the industrial element is the various companies and organizations that provide services; and finally, a fourth environmental element is added, including social, technological, legal, and ecological aspects. A global tourism system is created by interweaving all these aspects in a structured way.
21Virtual Reality (VR) has become a revolutionary instrument in tourism marketing, enabling destinations to provide immersive experiences that mold travelers' perceptions and affect decision-making. The transformation of virtual reality from a theoretical concept to a fundamental component of digital tourism strategies has been propelled by improvements in hardware, software, and consumer appetite for immersive and interactive experiences. Initially, academics contested whether virtual reality would augment or jeopardize conventional travel experiences (Cheong, 1995). Initial discussions centered on its theoretical potential, but recent research underscores its increasing influence on tourism consumption, especially in marketing and destination branding (Khoo-Lattimore et al., 2019).
22A significant advantage of VR in tourism marketing is its capacity to generate an enhanced sense of presence, a psychological condition where users perceive themselves as physically situated within a virtual environment (Williams & Hobson, 1995). Presence is essential in eliciting mental imagery, the mechanism through which individuals envision themselves at a location prior to actual experience. Studies indicate that more vivid mental imagery elicited by virtual reality enhances emotional attachment to the destination, resulting in heightened travel intentions . Unlike static pictures or conventional videos, virtual reality enables users to engage with their surroundings, increasing their involvement and making the experience more unforgettable.
23The efficacy of virtual reality as a marketing instrument can be comprehended through the framework of media richness theory, which asserts that communication effectiveness enhances when media convey more substantial, immersive sensory information. In contrast to conventional promotional materials, virtual reality surpasses in providing exceptionally interactive and multisensory experiences that adhere to this principle (Lee, 2022). Research demonstrates that VR-based tourism content markedly improves perceived utility and enjoyment, resulting in heightened intentions to visit destinations. Through the provision of virtual previews, VR functions as a decision-support instrument that mitigates uncertainty and perceived risk—two elements that frequently affect travel apprehension. Prospective travelers can investigate locations prior to reservation, evaluating essential elements such as lodging, attractions, and regional experiences in a regulated and immersive fashion (Oncioiu & Priescu, 2022). This capability to "test prior to purchase" not only bolsters consumer assurance but also distinguishes destinations within a fiercely competitive global tourism sector.
24Notwithstanding these benefits, the implementation of VR in tourism marketing presents certain challenges. A principal obstacle is accessibility, as premium VR experiences necessitate specialized hardware, such as headsets, which are not yet universally accessible to all consumers (Beck et al., 2019). Moreover, content creation demands substantial resources, necessitating considerable investment in 3D modeling, interactive components, and fluid user interfaces (Williams & Hobson, 1995). Certain consumers may experience cybersickness, a condition resulting from motion inconsistencies in virtual reality environments, which can impede engagement and restrict widespread adoption (Khoo-Lattimore et al., 2019). The efficacy of VR marketing differs across cultural contexts. Some travelers favor immersive previews, whereas others depend more on conventional word-of-mouth endorsements and personal experiences when determining travel choices (Oncioiu & Priescu, 2022).
25The COVID-19 pandemic has highlighted the significance of virtual reality in tourism by offering an alternative method of engagement during restrictions on physical travel. Governments and tourism organizations utilized VR experiences to sustain interest in destinations, enabling travelers to explore virtually while awaiting the relaxation of travel restrictions (Lee, 2022). This transition has solidified VR's role as a complementary experience rather than a replacement, illustrating its capacity to support tourism marketing initiatives during crises.
26As technology advances, researchers highlight the necessity for enhanced integration of virtual reality (VR) with other digital innovations, including augmented reality (AR) and artificial intelligence (AI). These technologies possess the capacity to augment personalization, rendering VR experiences more customized to individual traveler preferences (Khoo-Lattimore et al., 2019). The emergence of the metaverse offers novel prospects for virtual tourism, enabling users to participate in collective digital environments that mimic actual locations, thereby further obscuring the distinction between physical and virtual travel (Lee, 2022). These advancements indicate that virtual reality is set to become a progressively significant influence in tourism marketing, providing destinations with novel methods to attract, engage, and convert prospective travelers.
27Academic research predominantly indicates that virtual reality enhances tourism marketing by providing immersive, emotionally engaging, and decision-supportive experiences. Nonetheless, its success hinges on surmounting technological, financial, and cultural obstacles that restrict widespread adoption. As VR technology progresses and consumer accessibility enhances, it is poised to become an essential instrument for tourism marketers aiming to provide engaging and distinctive experiences in an increasingly digital environment.
28The market size for the global virtual tourism sector has been estimated to amount to $728.6 million in 2023. Projections indicate that the market will expand by 26.4% between the years 2024 and 2032. The increasing demand among travellers for immersive experiences is a significant driving force behind the market. Modern consumers are seeking unique and engaging ways to explore destinations without the constraints of traditional travel. Statista's projections estimate that by the close of 2024, total revenues amassed by the tourism and travel sector will amount to US$916 billion, thereby further propelling the expansion of the virtual tourism market (Statista, n.d.).
Figure 2. Virtual tourism market global forecast (2024-2032)
Source: https://www.gminsights.com/fr/industry-analysis/virtual-tourism-market
29By allowing users to virtually enter places, interact with environments and explore cultures in real time, virtual tourism offers highly immersive experiences. This appeal is particularly strong among younger generations. They value experiential learning and adventure. Consequently, virtual tours, interactive cultural experiences and immersive storytelling are becoming popular alternatives to traditional tourism. This shift is not only responding to the desire for authentic experiences but is also addressing the needs of those who are unable to travel due to constraints and ultimately broadening the consumer base of the market.
30In addition, the growth of the virtual tourism market is being significantly stimulated by the widespread use of smartphones and tablets and the increasing penetration of the Internet. With billions of people owning mobile devices, virtual tourism experiences are readily available, allowing users to explore destinations anytime and anywhere. For instance, in March 2024, the Global Times published a report on internet penetration in China, which reported that by December 2023, China's internet penetration rate had reached 77.5 percent, with the total number of internet users increasing to 1.092 billion USD.
31This highlights the rapid growth of internet access across the country, an increase of around 24.8 million users’ year-on-year. By enabling the streaming of high-definition content, VR and AR applications, the increased availability of the internet is improving the quality of these experiences. Virtual tourism platforms have become a popular option for those seeking affordable travel alternatives as mobile technology advances.
32The growth of the virtual tourism market is expected to be driven by opportunities for the use of virtual tours in healthcare, advanced headsets and display units, 5G and other advanced networks, technological advancements, reduced product costs, increased gaming and entertainment options, and virtual tourism. Several initiatives are being taken by local and federal governments to support e-tourism; the development of infrastructure and promotional strategies will be a priority, as e-tourism presents significant technological challenges that need to be focused on growing the e-tourism market.
33The growth of the virtual tour market is severely limited by the lack of accessibility to augmented reality (AR) and virtual reality (VR) devices. However, the immersive experiences offered by VR headsets and AR devices, their limited availability and relatively high cost are preventing their adoption.
34Dubai has strategically positioned itself as a leader in integrating Virtual Reality (VR) into its tourism sector, aligning with its vision of becoming a global smart tourism hub. By leveraging immersive technologies, Dubai enhances destination marketing, enriches visitor engagement, and sustains interest in its tourism offerings. The implementation of VR across various sectors, from entertainment to cultural heritage, has yielded measurable outcomes that reinforce Dubai’s reputation as a forward-thinking travel destination.
35One of the most significant applications of VR in Dubai’s tourism marketing is the Dubai 360 platform, which provides high-definition, interactive virtual tours of the city’s most iconic landmarks, including the Burj Khalifa, Palm Jumeirah, and Dubai Mall (Syed et al., 2022). This initiative allows prospective visitors to explore Dubai’s attractions remotely, increasing their confidence in travel decisions. Research has shown that immersive previews significantly enhance destination awareness, particularly among high-spending travelers who rely on detailed pre-travel research before booking (Steiner, 2010). By offering an advanced “try-before-you-buy” experience, Dubai 360 has contributed to higher travel intent and improved brand positioning for Dubai as a luxury destination.
36Beyond destination marketing, Dubai has integrated VR into themed entertainment and leisure attractions, further strengthening its appeal as a futuristic tourism hub. The VR Park Dubai at The Dubai Mall exemplifies how immersive entertainment enhances visitor engagement. As one of the largest VR-based attractions in the world, it combines adventure experiences with marketing strategies, encouraging visitors to share their experiences online, thus amplifying Dubai’s digital reach (Syed et al., 2022). Similarly, IMG Worlds of Adventure has incorporated VR simulations that transport visitors into interactive, hyper-real environments, reinforcing Dubai’s commitment to innovation-driven tourism.
37Cultural heritage preservation has also benefited from VR applications in Dubai. The Al Fahidi Historical District and Al Shindagha Museum now feature VR-enhanced exhibits, enabling users to experience the city’s history through immersive storytelling. These initiatives cater to both domestic and international audiences, making heritage tourism more interactive and accessible (Lu et al., 2021). Additionally, the Museum of the Future, one of Dubai’s most ambitious projects, employs VR-based storytelling to illustrate potential technological advancements, positioning the city as a visionary leader in experiential tourism (Steiner, 2010).
38Virtual reality also played a critical role in Dubai’s post-pandemic tourism recovery strategy. During the COVID-19 pandemic, when international travel was restricted, Dubai’s virtual tours and immersive online experiences maintained global interest in the destination. Potential tourists were able to explore luxury resorts, desert safaris, and urban landscapes remotely, ensuring that Dubai remained at the forefront of travelers’ minds. Studies indicate that these virtual experiences led to increased post-pandemic bookings, as VR provided potential visitors with a sense of familiarity and reassurance before traveling (Sustainability, 2022).
39Several organizations in the UAE have successfully adopted virtual reality (VR) technology to revolutionize their tourism offerings, offering visitors innovative, immersive and memorable experiences. These initiatives demonstrate how the UAE is integrating cutting-edge technologies to position itself as a leading tourism destination in the digital age. Here are a few outstanding examples that illustrate this transformation:
40Ski Dubai, the famous indoor ski resort located in the heart of the desert, has integrated virtual reality to offer its customers the most realistic skiing and snowboarding experience. Equipped with specially designed VR headsets, visitors can venture down virtual slopes while feeling the thrill of a 160-metre descent. This technological innovation allows Ski Dubai to offer an exciting alternative to winter sports enthusiasts, even in the absence of natural snow. The VR experience has not only enhanced the resort's appeal, it has also contributed to a significant increase in visitor numbers, attracting both locals and international tourists.
41The Dubai Frame, Dubai's iconic landmark known for its bold design and impressive height, has embraced virtual reality to enrich the visitor experience. Using VR headsets, tourists can explore Dubai's surroundings and cityscape with a 360-degree panoramic view. This virtual immersion offers a unique perspective on the city, highlighting its futuristic skyscrapers, historic districts and vast stretches of desert. The addition of this technology has enabled the Dubai Frame to stand out as a high-tech tourist attraction, while increasing visitor satisfaction and revenue from additional experiences.
42These examples illustrate how virtual reality is redefining the tourism industry in the UAE. By combining technological innovation and creativity, tourism organizations in the UAE are able to offer unique experiences that captivate visitors and enhance the attractiveness of the destination. Not only does VR allow visitors to discover places in an immersive way, it also serves as a powerful marketing tool, attracting a global audience and encouraging physical visits.
43Virtual reality also addresses contemporary issues such as accessibility and sustainability. It enables people with physical or geographical limitations to discover otherwise inaccessible destinations, while reducing the carbon footprint associated with travel. Finally, in a context where travel restrictions may arise, VR offers a valuable alternative for maintaining tourist interest and promoting destinations.
44Despite these successes, challenges remain. High-quality VR content development demands significant investment, particularly in 3D modeling, AI-driven personalization, and seamless user interfaces. Accessibility is another issue, as not all potential travelers have access to VR hardware, which can limit the reach of these experiences (Cowan & Ketron, 2019). Additionally, while VR can enhance travel decision-making, it does not fully replace the emotional and sensory richness of physical tourism, meaning that its role remains complementary rather than substitutive (Khoo-Lattimore et al., 2019).
45Looking ahead, Dubai is well-positioned to expand its use of VR through the integration of artificial intelligence (AI), biometric feedback, and metaverse-based tourism experiences. Future initiatives may focus on creating hyper-personalized VR tours that adapt to users’ preferences in real time, further enhancing engagement. The city's continued investment in smart tourism infrastructure and hybrid digital-physical tourism models suggests that VR will remain an integral part of Dubai’s tourism development strategy, solidifying its status as a global leader in immersive travel experiences.
46The United Arab Emirates is continuing to invest in immersive technologies in order to consolidate its position as a world leader in innovative tourism. Virtual reality is emerging as a key tool for delivering memorable experiences and pushing the boundaries of traditional travel, whether in museums, attractions or luxury hotels. With increasingly ambitious projects, the UAE is leading the way to a future where tourism is more interactive, inclusive and sustainable thanks to the power of virtual reality. and a new appreciation for Dubai and its stunning skyline.
47Although Virtual Reality (VR) exhibits significant potential to revolutionize tourism marketing, its extensive implementation encounters numerous substantial obstacles. A significant challenge is technological usability. Despite progress in VR hardware and software, numerous users continue to perceive these technologies as intricate and challenging to operate, necessitating considerable time and effort to attain proficiency (Khoo-Lattimore et al., 2019). This matter is especially pertinent in tourism education and marketing, where both industry professionals and consumers must initially obtain the requisite technical skills to interact effectively with VR content. Furthermore, the usability gap encompasses not only consumers but also tourism enterprises, many of which lack the requisite expertise and resources to create high-quality VR applications (Cowan & Ketron, 2019).
48A significant issue is consumer hesitance to embrace VR as an alternative to physical travel. Although virtual reality provides immersive previews of destinations, studies indicate that numerous travelers are reluctant to regard virtual tourism as a substantial substitute for authentic experiences (Guttentag, 2010). The emotional and sensory experiences linked to physical travel such as savoring local cuisine, engaging with individuals, and immersing in cultural atmospheres can not be entirely duplicated in virtual settings (Cowan & Ketron, 2019). This hesitation is especially evident in sectors such as luxury tourism, where exclusivity and authenticity are fundamental to the consumer experience.
49In addition to user acceptance, financial limitations represent a significant obstacle to the adoption of virtual reality in tourism. The expenses related to VR hardware, content development, and system upkeep are excessively high for numerous small and medium-sized tourism enterprises (SMEs) (Williams & Hobson, 1995). Creating high-quality VR experiences necessitates substantial investment in 3D modeling, interactive design, and immersive audio environments, rendering it a costly undertaking for businesses with constrained budgets (Beck et al., 2019). Moreover, continual technological progress requires regular updates and enhancements, increasing the financial strain (Cowan & Ketron, 2019).
50Ethical and psychological issues related to VR adoption merit attention. Research suggests that privacy risks, data security, and the enduring psychological impacts of VR exposure are critical concerns that require attention (Guttentag, 2015). Extended use of virtual reality has been associated with cybersickness, disorientation, and ocular strain, which can considerably affect user comfort and engagement (Yung & Khoo-Lattimore, 2019). The growing incorporation of biometric data and neural interfacing in virtual reality tourism applications prompts ethical inquiries regarding consent, data protection, and user autonomy (Cowan & Ketron, 2019). As virtual reality technology advances, researchers highlight the necessity for regulatory frameworks to guarantee responsible and ethical application in tourism marketing (Guttentag, 2015).
51Notwithstanding these challenges, the prospects for VR in tourism marketing appear optimistic, with several pivotal trends emerging in both research and industry practices. The integration of artificial intelligence (AI) and biometric feedback into virtual reality (VR) tourism experiences is a prominent topic of discussion. AI-driven virtual reality environments can adjust to user preferences instantaneously, facilitating tailored and emotionally attuned experiences (Beck et al., 2019). Furthermore, brain-computer interfaces (BCIs) and EEG-driven virtual reality interactions are being investigated as potential mechanisms to augment immersion, enabling virtual environments to adapt dynamically according to a user's cognitive and emotional states.
52A crucial aspect of advancement is the enhancement of theoretical frameworks in virtual reality tourism research. Contemporary research frequently depends on conventional frameworks like the Technology Acceptance Model (TAM) and Stimulus-Organism-Response (S-O-R) theory, which may inadequately encompass the distinctive psychological and behavioral dimensions of virtual reality interactions . Researchers advocate for the creation of novel theoretical frameworks specifically designed for immersive technologies, integrating aspects such as presence, embodiment, and multisensory interaction (Guttentag, 2015).
53Collaboration between academia and industry is crucial for surmounting existing obstacles and enhancing VR's role in tourism marketing. Researchers promote multidisciplinary collaborations among tourism scholars, computer scientists, psychologists, and marketing experts to create innovative virtual reality solutions that are technologically viable and user-centric (Beck et al., 2019). Furthermore, incorporating virtual reality into physical tourism infrastructure, including travel agencies and tourism information centers, could offer users hybrid experiences that connect digital previews with actual travel planning.