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.

Leave a Reply

Your email address will not be published. Required fields are marked *

STILL NOT SURE WHAT TO DO?

We are glad that you preferred to contact us. Please fill our short form and one of our friendly team members will contact you back.

    Your Name (required)

    Your Phone Number

    Your Email (required)

    Subject

    Your Message

    X
    Need Help?