Telepresent or not? Virtual reality, service perceptions, emotions and post-consumption behaviors

The S-O-R framework (Stimulus-Organism-Response) is used to examine the influence of telepresence in virtual reality (VR) on service perceptions, positive emotions and post-consumption behaviors. Potential customers to a heritage bed and breakfast (B&B) hotel in Christchurch, New Zealand, experienced one of the guest rooms in VR. The telepresence dimension of spatial situation had a positive relationship with both service atmospherics and service quality. Positive emotions after the VR experience had a positive effect on overall attitude towards the hotel. Positive surprise had a significant relationship with intention to book the B&B hotel. The telepresence dimension of suspension of disbelief had a negative relationship with positive emotions. Implications for using VR as a marketing tool for B&Bs and hotels are offered.