How our ABS 4 Ranked Publication Unveils Tourists’ Virtual Reality-Based Brand Engagement and Its Implications for the Tourism Industry (Impact Factor 8.933)

Exciting news! Our paper on Virtual Reality-Based Brand Engagement has been accepted for publication in the prestigious Journal of Travel Research (ABS 4- Impact Factor 8.933). This marks my second ABS 4-ranked publication and I couldn’t be prouder of my team’s hard work. 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. Stay tuned for the forthcoming publication!

Paper citation: Rather, Raouf; Hollebeek, Linda; Loureiro, Sandra; Khan, Imran; Hasan, Rajibul(2022) Exploring Tourists’ Virtual Reality-Based Brand Engagement: A Uses-and-Gratifications Perspective. Journal of Travel Research, forthcoming.

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