Exploring the impact of virtual reality quality on travel intention from the perspective of destination marketing Ahmed Bostani1, Tao Meng2, Alam Faizan3, Murtaza Syed Hussain4 1School of Tourism and Hotel Management, Dongbei University of Finance and Economics, Dalian, Liaoning, China, abshigri6@gmail.com 2Professor, School of Business Administration, Dongbei University of Finance and Economics, Dalian, China, mengtao@dufe.edu.cn 3Lecturer, School of International Studies, Dongbei University of Finance and Economics, Dalian, Liaoning, China, faizanalam333@ibc.dufe-edu.cn 4School of Tourism and Hotel Management, Dongbei University of Finance and Economics, Dalian, Liaoning, China, Syedhussain493@gmail.com Online published on 9 August, 2023. Abstract Virtual Reality (VR) has been receiving growing attention. It has been utilized in tourism to increase consumer engagement and marketing. Based on the IS success model, this research examined how different aspects of VR quality affected consumers’ intention to future travel. This study designed a VR framework, focused on quality and patterned the proposed hypotheses about customers’ future travel intentions. A conceptual framework utilized PLSSEM- 3 Software for Structural Equation Modeling, to evaluate the proposed model. The findings suggested that VR quality constructs, including content quality, vividness, and system quality, significantly and positively influenced the flow experience and satisfaction. Moreover, flow experience and satisfaction significantly and positively did impact future travel intention. The results provided helpful information and knowledge for academia, tourism industry professionals, VR developers, and tourism destination policymakers toward better designing VR platforms for destination marketing. Top Keywords Virtual Reality, Flow experience, Satisfaction, Future Travel Intention and Destination Marketing. Top |