Exploring Tourists’ Virtual Reality-Based Brand Engagement: A Uses-and-Gratifications Perspective 

Happy to share that our paper (Titled: Exploring Tourists’ Virtual Reality-Based Brand Engagement: A Uses-and-Gratifications Perspective) has been published online in the Journal of Travel Research (ABS 4). In our research, we explored the impact of tourists’ VR involvement and identification on their VR-based brand engagement and its effect on VR-based brand co-creation and loyalty intent. Our findings highlight the mediating role of VR-based brand engagement and the moderating role of tourists’ technology readiness. With VR-based brand engagement becoming increasingly important in the tourism industry, our research provides valuable insights for both academics and practitioners. 

You can access the full paper by clicking the following link-

https://journals.sagepub.com/doi/10.1177/00472875231166598

Paper citation: Rather, R. A., Hollebeek, L. D., Loureiro, S. M. C., Khan, I., & Hasan, R. (2023). Exploring Tourists’ Virtual Reality-Based Brand Engagement: A Uses-and-Gratifications Perspective. Journal of Travel Research, 0(0). https://doi.org/10.1177/00472875231166598

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