How virtual reality shapes visitor experiences during the pre-visit stage: The role of perceived realism

Virtual reality (VR) may enhance the pre-visit phase of the visitor journey by allowing would-be tourists to preview destinations and promoting the value of their experience and their well-being. The realism of VR experiences plays a key role at this stage, yet current research reveals mixed findings. Grounded in the stimulus–organism–response model, this study investigates how VR content with different levels of realism influences affective responses and, in turn, shapes visitor intentions and behaviors during the pre-visit phase. A laboratory experiment using a multimethod approach combining self-reported, neurophysiological, and behavioral measures revealed that VR experiences elicit psychophysiological activation closely associated with affective responses, highlighting the potential of immersive technologies to enhance the pre-visit experience. Furthermore, although high realism enhances perceived authenticity, less realistic VR environments are more effective in stimulating travel intentions and engagement with the tourist place. Practical insights are offered for businesses in the tourism sector.