Virtual reality and tourist behavior in the Brazilian Amazon: how 360° immersive experiences shape destination visit intentions
Rodrigo Cleiton Paiva de Oliveira, Thiago Poleto, Emílio José Montero Arruda Filho, Bruno Rafael Dias de Lucena, Susy Rodrigues Simonetti · Tourism Review · 2026
Purpose This study aims to investigate how key perceptual attributes of 360° virtual reality (presence, sensory fidelity, immersion and place perception) shape visitors’ intention to travel. By focusing on a peripheral area in the Brazilian Amazon, it addresses a gap in the literature, which has predominantly concentrated on urban destinations and commercial experiences. Design/methodology/approach A 360° video of Combu Island in the Brazilian Amazon was presented to 124 participants using a head-mounted display. After the experience, they completed a structured questionnaire. Data were analyzed using partial least squares structural equation modeling in SmartPLS 4. Findings The results show that 360° presence strongly influences sensory fidelity, which in turn significantly affects visit intention. These findings highlight the critical role of designing immersive and realistic experiences capable of generating emotional engagement and inspiring an authentic desire to visit destinations. Research limitations/implications VR developers and destination managers should prioritize creating highly immersive and realistic experiences to increase engagement and visit intention. Such technologies and models can democratize access and reduce disparities. Originality/value This study extends the stimulus–organism–response model to virtual reality tourism by demonstrating how immersive experiences shape behavioral responses and by incorporating socioeconomic considerations.