Virtual reality (VR) has emerged as a powerful promotional tool in tourism, providing consumers immersive and engaging experiences. However, its specific impact on the wine tourism sector remains underexamined. This study aims to both investigate and convincingly highlight the promotional influence of VR on the intention to visit wine tourism destinations. By providing an immersive VR experience to 405 participants, our research revealed that the quality of VR experiences is essential for generating consumer satisfaction. More crucially, we found that wine tourists’ satisfaction with VR experiences plays a crucial role in motivating them to visit a destination. Our results not only fill a gap in understanding the impact of VR on wine tourist behaviour but also offer valuable insights for marketing professionals and companies in the sector. This study emphasises the critical need for enjoyable, high-quality and satisfying VR experiences to catalyse the intention to visit. In doing so, we contribute to academic knowledge and provide practical guidance for the industry, highlighting VR's effectiveness as a promotional strategy in wine tourism. This research is not merely an exploration but a compelling defense of VR's transformative influence on wine tourist behaviour.
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