Realidade virtual e comportamento do turista na Amazônia brasileira: como experiências imersivas em 360° afetam a intenção de visita a destinos

Abstract

This study investigates how core perceptual attributes of 360-degree virtual reality, presence, sensory fidelity, immersion, and place perception, affect visit intention to tourist destinations. By focusing on a peripheral area of the Brazilian Amazon, the study addresses a gap in the literature. Methodologically, a 360° video of Combu Island, in the Brazilian Amazon, was presented to 124 participants through a virtual reality headset (Pico 4 PRO VR ©). After the experience, a structured questionnaire was administered, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4 software. The results indicate that 360° presence significantly influences sensory fidelity, which in turn meaningfully affects visit intention, highlighting the importance of designing immersive and realistic experiences to stimulate visitors’ interest. From a practical perspective, it is recommended that virtual reality developers and destination managers prioritize experiences with higher perceptual quality and accessibility in order to reduce inequalities in access. The study extends the stimulus–organism–response (S-O-R) model in virtual reality tourism by clarifying perceptual mechanisms associated with intention and by considering socioeconomic dimensions in the explanatory process.