How VR Content Quality and Interface Usability Influence Hotel Booking Intention: The Mediating Mechanism of Immersive Experience

Authors

Guo Quan Xu Zhong Chaoyue Digital Technology Group Co., Ltd.
Mui Yee Cheok

Keywords:

Content quality, Hotel booking intention, Interface usability, Immersive experience, Virtual reality

Abstract

This study aims to examine how virtual reality (VR) content quality and interface usability influence consumers’ hotel booking intention, with a particular focus on the mediating role of immersive experience. Drawing upon a quantitative research approach, data were collected through a structured questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that both VR content quality and interface usability have significant positive effects on immersive experience. In turn, immersive experience significantly enhances hotel booking intention. Furthermore, immersive experience plays a crucial mediating role between technological attributes and consumers’ behavioral intention. This study contributes to the literature by providing a deeper understanding of how technology-driven experiences influence consumer decision-making in the hospitality context. Practically, the results offer valuable insights for hotel managers and digital platform developers to improve online presentation strategies and enhance booking conversion rates.

References

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Published

09-07-2026

Issue

Volume 5, Issue 2, December 2025

Section

Articles

License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Published by University Tun Abdul Razak (UNIRAZAK)