Export Publication

The publication can be exported in the following formats: APA (American Psychological Association) reference format, IEEE (Institute of Electrical and Electronics Engineers) reference format, BibTeX and RIS.

Export Reference (APA) 
Raouf, A. R., Hollebeek, L. D., Loureiro, S. M. C., Khan, I. & Hasan, R. (2024). Exploring tourists’ virtual reality-based brand engagement: A uses-and-gratifications perspective. Journal of Travel Research. 63 (3), 606-624
Export Reference (IEEE) 
R. A. Rather et al.,  "Exploring tourists’ virtual reality-based brand engagement: A uses-and-gratifications perspective", in Journal of Travel Research, vol. 63, no. 3, pp. 606-624, 2024
Export BibTeX 
@article{rather2024_1716154013419,
	author = "Raouf, A. R. and Hollebeek, L. D. and Loureiro, S. M. C. and Khan, I. and Hasan, R.",
	title = "Exploring tourists’ virtual reality-based brand engagement: A uses-and-gratifications perspective",
	journal = "Journal of Travel Research",
	year = "2024",
	volume = "63",
	number = "3",
	doi = "10.1177/00472875231166598",
	pages = "606-624",
	url = "https://journals.sagepub.com/doi/10.1177/00472875231166598"
}
Export RIS 
TY  - JOUR
TI  - Exploring tourists’ virtual reality-based brand engagement: A uses-and-gratifications perspective
T2  - Journal of Travel Research
VL  - 63
IS  - 3
AU  - Raouf, A. R.
AU  - Hollebeek, L. D.
AU  - Loureiro, S. M. C.
AU  - Khan, I.
AU  - Hasan, R.
PY  - 2024
SP  - 606-624
SN  - 0047-2875
DO  - 10.1177/00472875231166598
UR  - https://journals.sagepub.com/doi/10.1177/00472875231166598
AB  - Though prior research has addressed the role of virtual reality (VR) in tourism, the dynamics and consequences characterizing tourists’ VR-based brand engagement, which has grown significantly since the pandemic, remain tenuous, as, therefore, explored in this research. Addressing this gap, we develop and test a uses-and-gratifications-informed model that explores the impact of tourists’ VR involvement and VR identification on their VR-based brand engagement, and its ensuing effect on their VR-based brand cocreation and brand loyalty intent. Our empirical results corroborate the proposed associations, substantiating VR-based brand engagement’s mediating role. The analyses also confirm the moderating role of tourists’ technology readiness in the association of their VR-based brand engagement on the one hand, and VR-based brand cocreation and brand loyalty intent on the other (i.e., with more technology-ready individuals seeing stronger associations in this regard). We conclude by providing key implications for tourism research and practice. 
ER  -