Role of virtual reality authentic experience on affective responses: moderating role virtual reality attachment

The aim of the study is to examine the role of virtual reality authentic experience on affective responses (enjoyment, emotional involvement, and a flow state) towards visit intention in virtual reality with moderation of virtual reality attachment, using the stimulus organism response framework. Purposive sampling was used to collect primary data from 273 Indian sample. Results revealed that virtual reality authentic experience had a strong impact on enjoyment, emotional involvement, and a flow state. Similarly, enjoyment, emotional involvement, and a flow state had a positive impact on the visit intention of the respondents, and virtual reality attachment had a strong moderation relationship between the enjoyment, emotional involvement, and a flow state and visit intention. This research provides insight into the motivations of would-be visitors to visit VR-presented locations, and it will be helpful for tourism agencies and businesses looking to increase visitor numbers via virtual reality.