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April 19, 2026Annals of Tourism Research Empirical InsightsOpen Access

Virtual journeys, real emotions: Investigating awe in VR tourism experiences

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Authors

NGNaji GharibiIYIan YeomanIRIna Reichenberger

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Overview

Qualitative exploration reveals awe influences destination intentions in virtual reality tourism experiences, suggesting marketing insights.

Key Points

  • Investigate the emotion of awe in virtual reality tourism and its impact on tourist behavior.
  • Conducted twenty semi-structured interviews
  • Utilized thematic analysis to identify awe components
  • Explored perceptions, feelings, and emotions related to awe
  • Awe identified as a multidimensional construct in VR tourism
  • Components of awe influence visit intentions and technology adoption
  • Awe responses vary across different user profiles

Cite This Study

Gharibi et al. (2026) studied this question.

synapsesocial.com/papers/69e47193010ef96374d8dedahttps://doi.org/10.1016/j.annale.2026.100214
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