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Nature-based tourism experiences have the potential to inspire visitors to adopt conservation behaviours that protect natural environments; however, to have global effect on environmentally sensitive areas such as the Great Barrier Reef, we may need to expand this influence to beyond just visitors. One way to reach large audiences is through digital technology. Virtual reality is becoming increasingly popular due to its ability to replicate reality effectively, accordingly, this study employed a quasi-experimental design (N = 114) to compare the impact of a real versus a virtual nature-based marine tourism experience on participants’ intentions to engage in conservation behaviours. The study reveals that a nature-based tourism experience delivered via 360-degree VR technology has the potential to be as effective as a real-life experience when seeking to influence conservation behaviours. Further, this study reveals that the effectiveness of both types of experiences is not enhanced by the addition of interpretive content. Implications for the design of both virtual and real nature-based experiences targeting behaviour change are presented, and suggestions for future research exploring the design and delivery of interpretation discussed. The potential for using VR to engage wider audiences and prompt widespread behaviour changes is also highlighted.

The effectiveness of virtual vs real-life marine tourism experiences in encouraging conservation behaviour