The use of information and communication technology, such as virtual reality (VR) and photo-enhanced imaginative condition (PIC), in the online previews of peer-to-peer accommodations at the pre-reservation stage has become a common phenomenon. However, previous research has not systematically compared the impact of these two preview modes on accommodation reservations or the psychological mechanism and moderators of the impact. We combined duality theories and the technology-enabled engagement process model to establish that a VR/PIC preview enhances consumers’ appraisal and their intention to patronize P2P accommodations through cognitive and affective engagement. Furthermore, the VR/PIC preview’s effect on patronage intention was found to be influenced by the motivation for consumer reservation: consumers form a positive appraisal when the target accommodation type (comfortable vs. economical) matches the preview mode (PIC vs. VR). Finally, the message appeal emphasis (informational vs. emotional) of advertising was found to moderate the effect of the VR/PIC preview.
AlyahyaM.McLeanG. (2022). Examining tourism consumers’ attitudes and the role of sensory information in virtual reality experiences of a tourist destination. Journal of Travel Research, 61(7), 1666–1681.
2.
BaekJ.Michael OkC. (2017). The power of design: How does design affect consumers’ online hotel booking?International Journal of Hospitality Management, 65, 1–10.
3.
BalliF.TsuiW. H. K. (2016). Tourism demand spillovers between Australia and New Zealand: Evidence from the partner countries. Journal of Travel Research, 55(6), 804–812.
4.
BatraR.AhtolaO. T. (1991). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing Letters, 2(2), 159–170.
5.
BhattacherjeeA.SanfordC. (2006). Influence processes for information technology acceptance: An elaboration likelihood model. MIS Quarterly, 30(4), 805–825.
6.
BogicevicV.LiuS. Q.SeoS.KandampullyJ.RuddN. A. (2021). Virtual reality is so cool! How technology innovativeness shapes consumer responses to service preview modes. International Journal of Hospitality Management, 93, 102608.
7.
BogicevicV.SeoS.KandampullyJ. A.LiuS. Q.RuddN. A. (2019). Virtual reality presence as a preamble of tourism experience: The role of mental imagery. Tourism Management, 74, 55–64.
8.
BrescianiS.FerrarisA.SantoroG.PremazziK.QuagliaR.YahiaouiD.VigliaG. (2021). The seven lives of Airbnb: The role of accommodation types. Annals of Tourism Research, 88, 103170.
9.
BrivioE.SerinoS.Negro CousaE.ZiniA.RivaG.De LeoG. (2021). Virtual reality and 360° panorama technology: A media comparison to study changes in sense of presence, anxiety, and positive emotions. Virtual Reality, 25(2), 303–311.
10.
BrothertonB. (2004). Critical success factors in UK budget hotel operations. International Journal of Operations & Production Management, 24, 944–969.
11.
BryceD.CurranR.O’GormanK.TaheriB. (2015). Visitors’ engagement and authenticity: Japanese heritage consumption. Tourism Management, 46, 571–581.
12.
BuhalisD.HarwoodT.BogicevicV.VigliaG.BeldonaS.HofackerC. (2019). Technological disruptions in services: Lessons from tourism and hospitality. Journal of Service Management, 30(4), 484–506.
13.
Carvajal-TrujilloE.MolinilloS.Liébana-CabanillasF. (2021). Determinants and risks of intentions to use mobile applications in museums: An application of fsQCA. Current Issues in Tourism, 24(9), 1284–1303.
14.
ChangH. H.LuY.-Y.LinS. C. (2020). An elaboration likelihood model of consumer respond action to Facebook second-hand marketplace: Impulsiveness as a moderator. Information Management, 57(2), 103171.
15.
ChenL.-H.ChancellorH. C. (2019). Examining attitudes toward bicycle-share program use: A dual-process theory approach. Transportation Research Part F Traffic Psychology and Behaviour, 62, 769–781.
16.
ChenY.WangL. (2019). Commentary: Marketing and the sharing economy: Digital economy and emerging market challenges. Journal of Marketing, 83(5), 28–31.
17.
ChungN.LeeH.KimJ. Y.KooC. (2018). The role of augmented reality for experience-influenced environments: The case of cultural heritage tourism in Korea. Journal of Travel Research, 57(5), 627–643.
18.
ClaffeyE.BradyM. (2017). Examining consumers’ motivations to engage in firm-hosted virtual communities. Psychology and Marketing, 34(4), 356–375.
19.
ClaffeyE.BradyM. (2019). An empirical study of the impact of consumer emotional engagement and affective commitment in firm-hosted virtual communities. Journal of Marketing Management, 35(11–12), 1047–1079.
20.
CrillyN.MoultrieJ.ClarksonP. J. (2004). Seeing things: Consumer response to the visual domain in product design. Design Studies, 25(6), 547–577.
de AraujoA. F.ConstantinouC. E.TavaresJ. M. R. S. (2014). New artificial life model for image enhancement. Expert Systems with Applications, 41(13), 5892–5906.
25.
El-SaidO.AzizH. (2022). Virtual tours a means to an end: An analysis of virtual tours’ role in tourism recovery post COVID-19. Journal of Travel Research, 61(3), 528–548.
26.
ErrichielloL.MiceraR.AtzeniM.Del ChiappaG. (2019). Exploring the implications of wearable virtual reality technology for museum visitors’ experience: A cluster analysis. International Journal of Tourism Research, 21(5), 590–605.
27.
FanX.JiangX.DengN. (2022). Immersive technology: A meta-analysis of augmented/virtual reality applications and their impact on tourism experience. Tourism Management, 91, 104534.
28.
FlaviánC.Ibáñez-SánchezS.OrúsC. (2019). Integrating virtual reality devices into the body: Effects of technological embodiment on customer engagement and behavioral intentions toward the destination. Journal of Travel & Tourism Marketing, 36(7), 847–863.
29.
FuS.ChengX.BaoY.BilgihanA.OkumusF. (2020). Staying in a hotel or peer-to-peer accommodation sharing? A discrete choice experiment with online reviews and discount strategies. Internet Research, 31(2), 654–676.
30.
Garau-VadellJ. B.Gutiérrez-TañoD.Díaz-ArmasR. (2019). Residents’ support for P2P accommodation in mass tourism destinations. Journal of Travel Research, 58(4), 549–565.
31.
GuttentagD. A. (2010). Virtual reality: Applications and implications for tourism. Tourism Management, 31(5), 637–651.
32.
HarriganP.EversU.MilesM. P.DalyT. (2018). Customer engagement and the relationship between involvement, engagement, self-brand connection and brand usage intent. Journal of Business Research, 88, 388–396.
33.
HeZ. Y.WuL.LiX. (2018). When art meets tech: The role of augmented reality in enhancing museum experiences and purchase intentions. Tourism Management, 68, 127–139.
34.
HellerJ.ChylinskiM.de RuyterK.KeelingD. I.HilkenT.MahrD. (2021). Tangible service automation: Decomposing the technology-enabled engagement process (TEEP) for augmented reality. Journal of Service Research, 24(1), 84–103.
35.
HilkenT.de RuyterK.ChylinskiM.MahrD.KeelingD. I. (2017). Augmenting the eye of the beholder: Exploring the strategic potential of augmented reality to enhance online service experiences. Journal of the Academy of Marketing Science, 45(6), 884–905.
36.
HollebeekL. D.GlynnM. S.BrodieR. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149–165.
37.
HomburgC.SchwemmleM.KuehnlC. (2015). New product design: Concept, measurement, and consequences. Journal of Marketing, 79(3), 41–56.
38.
HuangD.CoghlanA.JinX. (2020). Understanding the drivers of Airbnb discontinuance. Annals of Tourism Research, 80, 102798.
39.
HuangY.SenguptaJ. (2020). The influence of disease cues on preference for typical versus atypical products. Journal of Consumer Research, 47(3), 393–411.
40.
IsraelK.ZerresC.TscheulinD. K. (2019). Presenting hotels in virtual reality: Does it influence the booking intention?Journal of Hospitality and Tourism Technology, 10(3), 443–463.
41.
JangS.FarajallahM.SoK. K. F. (2021). The effect of quality cues on travelers’ demand for peer-to-peer ridesharing: A neglected area of the sharing economy. Journal of Travel Research, 60(2), 446–461.
42.
KangH. (2020). Impact of VR on impulsive desire for a destination. Journal of Hospitality and Tourism Management, 42, 244–255.
43.
KarlssonL.KempermanA.DolnicarS. (2017). May i sleep in your bed? Getting permission to book. Annals of Tourism Research, 62, 1–12.
44.
KempfD. S. (1999). Attitude formation from product trial: Distinct roles of cognition and affect for hedonic and functional products. Psychology and Marketing, 16(1), 35–50.
45.
KetterE. (2019). Eating with EatWith: Analysing tourism-sharing economy consumers. Current Issues in Tourism, 22(9), 1062–1075.
46.
KimM. J.LeeC. K.JungT. (2020). Exploring consumer behavior in virtual reality tourism using an extended stimulus-organism-response model. Journal of Travel Research, 59(1), 69–89.
47.
KimM. J.LeeC. K.PreisM. W. (2020). The impact of innovation and gratification on authentic experience, subjective well-being, and behavioral intention in tourism virtual reality: The moderating role of technology readiness. Telematics and Informatics, 49, 101349.
48.
KongS.HuangZ.ScottN.ZhangZ.ShenZ. (2019). Web advertisement effectiveness evaluation: Attention and memory. Journal of Vacation Marketing, 25(1), 130–146.
49.
Kukar-KinneyM.WaltersR. G. (2003). Consumer perceptions of refund depth and competitive scope in price-matching guarantees: Effects on store patronage. Journal of Retailing, 79(3), 153–160.
50.
KulkarniK. K.KalroA. D.SharmaD. (2020). The interaction effect of ad appeal and need for cognition on consumers’ intentions to share viral advertisements. Journal of Consumer Behaviour, 19(4), 327–338.
51.
KusumasondjajaS.TjiptonoF. (2019). Endorsement and visual complexity in food advertising on Instagram. Internet Research, 29(4), 659–687.
52.
LeeY.ChenA. N.IlieV. (2012). Can online wait be managed? The effect of filler interfaces and presentation modes on perceived waiting time online. MIS Quarterly, 36(2), 365–394.
53.
LeeY.ChenA. N. K. (2011). Usability design and psychological ownership of a virtual world. Journal of Management Information Systems, 28(3), 269–308.
54.
LiH.LuoX.ZhangJ.XuH. (2017). Resolving the privacy paradox: Toward a cognitive appraisal and emotion approach to online privacy behaviors. Information Management, 54(8), 1012–1022.
55.
LinV. S.YangY.LiG. (2019). Where can tourism-led growth and economy-driven tourism growth occur?Journal of Travel Research, 58, 760–773.
56.
LourençãoM.de Moura Engracia GiraldiJ.de OliveiraJ. H. C. (2020). Destination advertisement semiotic signs: Analysing tourists’ visual attention and perceived AD effectiveness. Annals of Tourism Research, 84, 103001.
57.
LuoJ.HuangS.WangR. (2021). A fine-grained sentiment analysis of online guest reviews of economy hotels in China. Journal of Hospitality Marketing & Management, 30(1), 71–95.
58.
LuoX.HuJ.WanL. C.YiX. (2023). Restriction reduction: The effects of mobility restriction on consumers’ preferences for advertisements of tourism products. Tourism Management, 94, 104638.
59.
MacinnisD. J.RaoA. G.WeissA. M. (2002). Assessing when increased media weight of real-world advertisements helps sales. JMR, Journal of Marketing Research, 39(4), 391–407.
60.
McLeanG.BarhorstJ. B. (2022). Living the experience before you go . . . but did it meet expectations? The role of virtual reality during hotel bookings. Journal of Travel Research, 61(6), 1233–1251.
61.
MengB.ChoiK. (2019). Tourists’ intention to use location-based services (LBS): Converging the theory of planned behavior (TPB) and the elaboration likelihood model (ELM). International Journal of Contemporary Hospitality Management, 31(8), 3097–3115.
62.
MuggJ. (2016). The dual-process turn: How recent defenses of dual-process theories of reasoning fail. Philosophical Psychology, 29(2), 300–309.
63.
Nieto GarcíaM.Muñoz-GallegoP. A.VigliaG.González-BenitoÓ. (2020). Be social! The impact of self-presentation on peer-to-peer accommodation revenue. Journal of Travel Research, 59(7), 1268–1281.
64.
OrganK.Koenig-LewisN.PalmerA.ProbertJ. (2015). Festivals as agents for behaviour change: A study of food festival engagement and subsequent food choices. Tourism Management, 48, 84–99.
65.
O’BrienH. L.CairnsP.HallM. (2018). A practical approach to measuring user engagement with the refined user engagement scale (UES) and new UES short form. International Journal of Human-Computer Studies, 112, 28–39.
66.
ParkS.TussyadiahI. P. (2020). How guests develop trust in hosts: An investigation of trust formation in P2P accommodation. Journal of Travel Research, 59(8), 1402–1412.
67.
ParkS.YinY.SonB.-G. (2019). Understanding of online hotel booking process: A multiple method approach. Journal of Vacation Marketing, 25(3), 334–348.
68.
PettyR. E.CacioppoJ. T.SchumannD. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10(2), 135–146.
69.
RatherR. A.HollebeekL. D.IslamJ. U. (2019). Tourism-based customer engagement: The construct, antecedents, and consequences. Service Industries Journal, 39(7–8), 519–540.
70.
RibeiroM. A.GursoyD.ChiO. H. (2022). Customer acceptance of autonomous vehicles in travel and tourism. Journal of Travel Research, 61(3), 620–636.
71.
RomeroJ. (2018). Exploring customer engagement in tourism: Construct proposal and antecedents. Journal of Vacation Marketing, 24(4), 293–306.
72.
SamsonA.VoyerB. G. (2012). Two minds, three ways: Dual system and dual process models in consumer psychology. AMS Review, 2(2–4), 48–71.
73.
SlevitchL.ChandrasekeraT.SealyM. D. (2022). Comparison of virtual reality visualizations with traditional visualizations in hotel settings. Journal of Hospitality & Tourism Research, 46(1), 212–237.
74.
SorakunnasE.KonuH. (2022). Digitally customized and interactive laddering: A new way for examining tourists’ value structures. Journal of Travel Research. Advance online publication. https://doi.org/10.1177/00472875221077976
75.
SuessC.WoosnamK. M.ErulE. (2020). Stranger-danger? Understanding the moderating effects of children in the household on non-hosting residents’ emotional solidarity with Airbnb visitors, feeling safe, and support for Airbnb. Tourism Management, 77, 103952.
76.
SuhK.-S.LeeY. E. (2005). The effects of virtual reality on consumer learning: An empirical investigation. MIS Quarterly, 29(4), 673–697.
77.
ThomasV. L.JewellR. D. (2019). I can’t get you out of my head: The influence of secrecy on consumers’ self-brand connections. Journal of Consumer Psychology, 29(3), 463–471.
TussyadiahI. P.PesonenJ. (2016). Impacts of peer-to-peer accommodation use on travel patterns. Journal of Travel Research, 55(8), 1022–1040.
80.
Vilnai-YavetzI.TifferetS. (2015). A picture is worth a thousand words: Segmenting consumers by Facebook profile images. Journal of Interactive Marketing, 32, 53–69.
81.
WangC.-C.JiangB. C.ChouY.-S.ChuC.-C. (2011). Multivariate analysis-based image enhancement model for machine vision inspection. International Journal of Production Research, 49(10), 2999–3021.
82.
WangY.LiX. (2021). Human territoriality in P2P accommodation: An examination of guest experience. Journal of Travel Research, 60(8), 1735–1751.
83.
WeiW.QiR.ZhangL. (2019). Effects of virtual reality on theme park visitors’ experience and behaviors: A presence perspective. Tourism Management, 71, 282–293.
84.
WillemsK.BrengmanM.Van KerrebroeckH. (2019). The impact of representation media on customer engagement in tourism marketing among Millennials. European Journal of Marketing, 53(9), 1988–2017.
85.
WilliamsP.DroletA. (2005). Age-related differences in responses to emotional advertisements. Journal of Consumer Research, 32(3), 343–354.
86.
WilsonT. D.LindseyS.SchoolerT. Y. (2000). A model of dual attitudes. Psychological Review, 107(1), 101–126.
87.
XiangD.ZhangL.TaoQ.WangY.MaS. (2019). Informational or emotional appeals in crowdfunding message strategy: An empirical investigation of backers’ support decisions. Journal of the Academy of Marketing Science, 47(6), 1046–1063.
88.
XuY. H.Pennington-GrayL.KimJ. (2022). Spatial effect of crime on peer-to-peer lodging performance. Journal of Travel Research, 61(4), 855–871.
89.
YangY.Nieto GarcíaM.VigliaG.NicolauJ. L. (2022). Competitors or complements: A meta-analysis of the effect of Airbnb on hotel performance. Journal of Travel Research, 61(7), 1508–1527.
90.
YanR.GongX. (2022). Mitigating property quality uncertainty and property fit uncertainty in online peer-to-peer accommodation platforms: An uncertainty reduction theory perspective. International Journal of Contemporary Hospitality Management. Advance online publication. https://doi.org/10.1108/IJCHM-11-2021-1407.
91.
YingT.TangJ.YeS.TanX.WeiW. (2022). Virtual reality in destination marketing: Telepresence, social presence, and tourists’ visit intentions. Journal of Travel Research, 61(8), 1738–1756.
92.
ZengG.CaoX.LinZ.XiaoS. H. (2020). When online reviews meet virtual reality: Effects on consumer hotel booking. Annals of Tourism Research, 81, 102860.
93.
ZhangL.HanksL.LineN. (2019). The joint effect of power, relationship type, and corporate social responsibility type on customers’ intent to donate. Journal of Hospitality & Tourism Research, 43(3), 374–394.
94.
ZhangP.MengF.SoK. K. F. (2021). Cocreation experience in peer-to-peer accommodations: Conceptualization and scale development. Journal of Travel Research, 60(6), 1333–1351.
Supplementary Material
Please find the following supplemental material available below.
For Open Access articles published under a Creative Commons License, all supplemental material carries the same license as the article it is associated with.
For non-Open Access articles published, all supplemental material carries a non-exclusive license, and permission requests for re-use of supplemental material or any part of supplemental material shall be sent directly to the copyright owner as specified in the copyright notice associated with the article.
