Purpose This study aims to investigate how virtual reality (VR) video types (walking, driving and aerial) and background music genres (classical, Latin and country) shape tourist immersion and visit intentions. It also examines the mediating role of psychological and emotional factors, including immersion, curiosity and arousal, on visit intentions. Design/methodology/approach This study used a within-subjects experimental design with a 3 × 3 factorial structure, resulting in nine scenarios that paired three VR video types with three music genres. Findings Results indicated that VR video type significantly affects both immersion and visit intentions, with aerial VR videos producing higher levels of immersion and visit intentions than walking and driving VR videos. The relationship between aerial VR video and visit intention was mediated by psychological and emotional factors (immersion, curiosity and arousal). However, this indirect effect did not emerge in the walking or driving VR videos. Regarding music genres, a significant difference was found between Latin and classical music, but it occurred only in the walking VR video. Originality/value This study uniquely compares different VR video types and incorporates background music genres, a largely neglected area. Using a within-subjects design further controls for individual variability, enhancing the reliability of the results.
Büyükdağ et al. (Wed,) studied this question.