Virtual reality (VR) meets religiosity: introducing the Q-R CAT model to predict visit intention to religious destinations

Abstract

Purpose Virtual reality (VR) technology has emerged as a crucial solution in the tourism industry, allowing tourists to explore destinations virtually. However, there are still limited studies examining the role of this technology in the context of religious tourism destinations. Thus, this study investigates factors influencing the intention to visit religious tourism destinations by integrating VR applications’ quality, religiosity and the cognitive appraisal theory (CAT) model. Design/methodology/approach Data were collected from 638 VR application users and analysed using partial least squares-structural equation modelling (PLS-SEM) and importance performance map analysis (IPMA). Findings Based on the results from PLS-SEM and IPMA, the findings revealed that VR quality, religiosity and constructs in the CAT model are essential to visiting religious tourism destinations. Practical implications This study highlights the necessity for the religious tourism industry to advance VR application technology, aiming to enrich visitor experiences. The study provides a framework for marketing managers, government agencies and other relevant stakeholders to develop strategic initiatives to elevate visitor numbers at religious tourism sites. Originality/value This study offers a new perspective on the theory and application of VR quality, religiosity and CAT in the religious tourism industry.

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