Living the Experience Before You Go . . . but Did It Meet Expectations? The Role of Virtual Reality during Hotel Bookings
通过两个实验（270人实验室实验和409人问卷调查），研究了虚拟现实（VR）在酒店预订前和预订后阶段对消费者态度和行为的影响，发现VR能帮助消费者更真实地了解酒店并管理预期。
Virtual reality (VR) is considered an important technological development to impact the tourism industry. Hotels are constantly attempting to overcome the challenges they face in the presentation of their facilities in the virtual environment. This research has made one of the first attempts to understand VR’s ability to influence tourism consumers’ attitudes and behavioral intentions during the prepurchase phase and postpurchase phase of their purchase journey across three hotel preview styles, namely, (1) VR immersive headsets, (2) 360° VR tour, and (3) a static image website. Through a lab-based experiment with 270-participants, study 1 outlined the positive role of VR on learning about the hotel and visit intentions. Through a questionnaire with 409 actual tourism consumers following a hotel stay, study 2 detailed that VR plays a significant role in managing tourism consumers’ expectations through providing an authentic experience and stimulating the development of detailed mental imagery prior to their visit.