Virtual destination image: Testing a telepresence model

Telepresence is a concept originally developed in virtual reality research. Telepresence is the feeling of being there. This paper describes how researchers can use telepresence to expand previous models of destination image formation, producing an initial model of virtual destination image formation (VDIF). The findings of this study confirm previous fundamental models of the formation of destination image. The study also suggests that, whereas previous research shows that travel information directly influences the formation of image without a mediator, telepresence can act as a mediator in online environments. The study shows that the presence of varied Web-mediated information can act as a positive influence on telepresence, and indirectly lead to a positive virtual destination image. The study was done in collaboration with Tourism Tasmania, and data from 328 respondents was used to validate the model of VDIF. The paper presents contributions to researchers as well as practical advice for developers of destination marketing websites.