| Abstract: | This study examines the direct and interaction effects of online reviews (quality and quantity) and virtual reality on consumer hotel booking. Data were collected from two 2 × 2 experimental studies. The results show a direct effect of both online review and virtual reality's application on behavioral intention, and the influence of online reviews on behavioral intention was weakened when virtual reality was applied. Moreover, online reviews and virtual reality had a significant combined effect on behavioral intention, with greater strength than that of online reviews alone. The findings provide insights for travel and tourism managers to enhance marketing communication effects by proper use of virtual reality to complement online reviews. |
