Tourism and Hospitality, Volume 6, Issue 4
2025 October - 62 articles
Cover Story: Tourism videos, offered in VR or 2D, can evoke emotional responses and inspire travel; however, how viewers experience and react to each format is not fully understood. This study compared users’ engagement, perceptions, and emotional responses to VR and 2D tourism videos through a thematic analysis of 52 interviews of Gen Z respondents. Using six dimensions—interactivity, authenticity, presence, cognitive, hedonic, and learning values—the study found that VR fostered active exploration and a stronger sense of presence but was negatively affected by rapid motion, distractions, limited control, and fast pacing. Both formats enhanced destination knowledge, though 2D facilitated greater focus on specific elements. VR encouraged discovery and learning, while both formats elicited excitement, happiness, and relaxation. The findings provide insights for designing more engaging tourism videos. View this paper - Issues are regarded as officially published after their release is announced to the table of contents alert mailing list .
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