Building destination loyalty: The role of virtual reality and past visiting experience. A lesson from Australian tourism destinations during COVID-19

Abstract

During the COVID-19 pandemic, to reduce the risk of infection, destination visits with the help of virtual reality (VR) gained immense popularity. In this respect, this study assesses the association between VR experience, past visiting experience, and destination loyalty. Data was gathered using an online self administered questionnaire from 396 tourists who visited Australian tourism destinations using VR. Partial least square was utilised to test the destination loyalty model, with results revealing that tourist experience with VR attraction quality, VR system quality, and VR satisfaction are essential determinants of destination loyalty. Further, tourists’ past visiting experience influences tourist experience with VR attraction and indirectly strengthens tourist satisfaction with VR experience and their loyalty toward a tourism destination. This research expands our knowledge of destination loyalty formation through VR and past visiting experiences to help destination managers create and enhance loyalty among their visitors.