Gathering pre-purchase information for a cruise vacation with virtual reality: the effects of media technology and gender

Purpose This study aims to apply theory on consumer learning in virtual experiences compare how media technologies (i.e. reality [VR] and standard websites) users’ gender influence the ways which tourists gather pre-purchase information. Design/methodology/approach A laboratory experiment with fully immersive VR was conducted examine consumers’ behavior gathering The sample comprised 128 consumers who had taken a cruise vacation or were considering purchasing package near future. Findings results generally reveal central role of feeling presence, which, turn, positively impacts enjoyment aspects brand attitude, product knowledge purchase intent). In particular, suggest that compared websites, facilitated tourists’ as consumers, especially among women, tend dominate information-gathering stage planning family vacations. Practical implications imply travel agencies tourism centers working companies should incorporate make their offers more attractive, women. Originality/value first industry, specifically devices versus websites gauge effect gender.