The Emergence of Virtual Experiences in the Sharing Economy

Virtual travel experiences are increasing in various online platforms. In peer-to-peer platforms, people can even sell and buy virtual experiences (e.g., touring attractions virtually and personalizing trip itineraries). With a fresh theoretical lens of Touchpoints, Context, and Qualities of customer experience design, this study unpacks important attributes of virtual experiences in the sharing economy. Using a multi-method approach, this study identifies important attributes of virtual experiences and experience hosts using regression (Study 1) and conjoint (Study 2) analyses. As a result, the average rating of reviews about a virtual experience is the most important attribute, followed by the number of selling points, number of images, time length of the virtual experience, and the host's use of intuitive and plain words. The current study extends the customer experience design literature and provides implications of virtual experiences in the sharing economy to hospitality and tourism businesses.