Does Virtual Reality Marketing Affect User Stickiness in Virtual Reality Tourism? Mediating Analysis
Syed Shah Alam, Mohammed Alshohail, Husam Ahmad Kokash, Saif Ahmed, Amira Naqeeb Khattak, Md. Ridhwanul Haq · Journal of Quality Assurance in Hospitality & Tourism · 2025
This study investigates the impact of Virtual Reality (VR) tourism marketing on user engagement and stickiness, focusing on constructs such as Virtual Reality Skills (VRS), Visual Appeal (VA), Ease of Use (EAU), Positive Affect (PA), and User Stickiness (US). A survey of 325 VR tourism users in major urban centers in Saudi Arabia was conducted using a structured and validated instrument. Data analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS software revealed significant findings. Ease of use (large effect size, f2 = 1.738) and enjoyment strongly enhance user stickiness, mediated by positive affect. Unexpectedly, visual appeal negatively influenced positive affect (f2 = 0.038), suggesting that overly complex visuals may overwhelm users. These insights highlight the importance of balancing visual appeal with usability, supporting skill development, and fostering emotional engagement to optimize VR tourism platforms. The study provides actionable strategies for VR developers and marketers to enhance user satisfaction and long-term loyalty.