Telepresent or not? Virtual reality, service perceptions, emotions and post-consumption behaviors

E. Surovaya, G. Prayag, R. Yung, C. Khoo

Research output: Contribution to journalArticlepeer-review

8 Citations (Scopus)


The S-O-R framework (Stimulus-Organism-Response) is used to examine the influence of telepresence in virtual reality (VR) on service perceptions, positive emotions and post-consumption behaviors.  Potential customers to a heritage bed and breakfast (B&B) hotel in Christchurch, New Zealand, experienced one of the guest rooms in VR. The telepresence dimension of spatial situation had a positive relationship with both service atmospherics and service quality. Positive emotions after the VR experience had a positive effect on overall attitude towards the hotel. Positive surprise had a significant relationship with intention to book the B&B hotel. The telepresence dimension of suspension of disbelief had a negative relationship with positive emotions. Implications for using VR as a marketing tool for B&Bs and hotels are offered. © 2020 Informa UK Limited, trading as Taylor & Francis Group.
Original languageEnglish
Pages (from-to)620-635
Number of pages16
Issue number4
Publication statusPublished - 2020
Externally publishedYes


  • positive emotions
  • post-consumptionbehavior
  • service atmospherics
  • telepresence
  • Virtual reality
  • conceptual framework
  • consumption behavior
  • hotel industry
  • information and communication technology
  • marketing
  • perception
  • service quality
  • virtual reality
  • Canterbury [South Island]
  • Christchurch [Canterbury]
  • New Zealand
  • South Island


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