Virtual destination brand experiences shaping real-world travel intentions: Evidence from global and Vietnamese discourse

Thai-Ha Nguyen, Van Huy Le, Quang Tin Pham, David Hugh Saiia, Quy Nguyen Le Dinh, University of Economics - The University of Danang, University of Economics - The University of Danang, University of Economics - The University of Danang, SouthStar Management Institute , Duy Tan University, School of Journalism and Communication, VNU University of Social Sciences and Humanities

Tourism and Hospitality Research

Published online on January 06, 2026

Abstract

Tourism and Hospitality Research, Ahead of Print.
This paper explores how virtual destination brand experience (VDBE) is constructed in a discourse related with real-world visit intention (RWVI). Instead of assuming a linear and firm chain of causal relationships between virtual experience and actual ...