Beyond the screen: How immersive experience drives connectedness, happiness, and In-Situ visits

This study shows how Virtual Reality Tourism (VRT) can help people feel more emotionally connected to travel destinations. Using immersive 360° virtual forest tours, the research found that VR headsets create stronger feelings of excitement, connectedness, and happiness compared to mobile devices. These emotional responses also increase people’s interest in visiting the destination in real life. The findings are useful for tourism organizations, highlighting how VR can attract more visitors by offering engaging and realistic previews. This can help promote eco-tourism and protect natural or cultural sites by reducing unnecessary travel. The study supports using VRT to improve tourism marketing, encourage environmental awareness, and provide enjoyable experiences for users. Overall, the research offers a way to boost tourism, improve visitor satisfaction, and support sustainable travel, which can positively affect the economy, environment, and quality of life.