Virtual tourism experience as a substitute: the role of tourist experience phases
Hyun‐Seo Yoon · Current Issues in Tourism · 2025
Despite the numerous advantages of virtual tourism, its use as a substitute for corporeal tourism remains limited. Enhancing the virtual tourism experience is essential to improving its substitutability, particularly for individuals and destinations that rely on it. This study explored the virtual tourism experience as a substitute, emphasizing the role of tourist experience phases based on existing literature. Participants were interviewed after viewing 360-degree virtual tour videos, providing insights into their perceptions. The findings indicate that while virtual reality (VR) technology delivers a positive experience, virtual tourism is generally not perceived as a full substitute for corporeal tourism. The absence or reduction of tourist experience phases in virtual tourism negatively impacts the overall experience and, by extension, its feasibility as a substitute. Additionally, this study highlights the potential for advancements in VR technology and the influence of personal values, such as pro-environmental and ethical considerations, to enhance the substitutability of virtual tourism in the future.