Avatar influence: How form realism and message appeal shape Generation Z's travel intentions

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dc.contributor.authorZhen Su
dc.contributor.authorBiman Lei
dc.contributor.authorShichang Liang
dc.contributor.authorTanaporn Khotphat
dc.contributor.authorQi Hu
dc.contributor.correspondenceS. Liang; Business School, Guangxi University, Nanning, No. 100 East Daxue Road, 530004, China; email: liangshch@gxu.edu.cn
dc.date.accessioned2025-07-07T18:16:38Z
dc.date.available2025-07-07T18:16:38Z
dc.date.issued2025
dc.description.abstractAlthough avatars have gained popularity in virtual reality marketing, research on their influence on Generation Z consumers' travel intentions remains limited. Drawing on the Construal Level Theory and the Elaboration Likelihood Model, this study examined the congruent effects of avatar form realism and message appeal on Generation Z's travel intentions through three experimental scenarios. The findings indicate that high-form realism avatars with rational appeal and low-form realism avatars with emotional appeal significantly boost travel intentions. These effects are mediated by believability and affect intensity and are more pronounced among individuals with low behavioral realism expectations. This study enhances our understanding of avatar-mediated persuasion in tourism marketing by linking core avatar attributes to consumer decision-making processes. These insights enable us to leverage the visual and verbal components of avatars to promote destinations that attract young travelers. © 2025 The Authors
dc.identifier.citationJournal of Hospitality and Tourism Management
dc.identifier.doi10.1016/j.jhtm.2025.02.007
dc.identifier.issn14476770
dc.identifier.scopus2-s2.0-85218993322
dc.identifier.urihttps://repository.dusit.ac.th/handle/123456789/7309
dc.languageEnglish
dc.publisherElsevier Ltd
dc.rights.holderScopus
dc.subjectAvatar
dc.subjectConstrual level theory
dc.subjectElaboration Likelihood Model
dc.subjectForm realism
dc.subjectGeneration Z
dc.subjectMessage appeal
dc.titleAvatar influence: How form realism and message appeal shape Generation Z's travel intentions
dc.typeArticle
mods.location.urlhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85218993322&doi=10.1016%2fj.jhtm.2025.02.007&partnerID=40&md5=d5870dc4cd016809e2b9d17ab31b7785
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