Objective: This study aims to examine the impact of virtual reality technology on educational destination choice, considering the mediating role of educational destination image. Given the rapid advancement of modern technologies in education and the significance of destination perception in students' decision-making, this research seeks to analyze the relationships among these variables. It explores how virtual reality-based experiences can reshape students' perceptions of educational destinations and ultimately influence their choices.
Methodology: This research is quantitative, applied in nature, descriptive-causal in terms of data collection, and falls under fundamental research. The study population consists of Afghan and Iranian students, with a sample size of 384 students selected through sampling. Data was collected using online questionnaires distributed via social media platforms, including WhatsApp, Telegram, Facebook, and Instagram. SPSS 26 software was used for descriptive analysis, while Smart PLS 4 was employed for hypothesis testing.
Results: The findings confirm all four research hypotheses. The results indicate that virtual reality technology has a significant and positive impact on educational destination choice. Furthermore, it was found that virtual reality technology significantly enhances the educational destination image, encompassing emotional, cognitive, and reactive dimensions. Additionally, the educational destination image plays a crucial mediating role in the relationship between virtual reality technology and educational destination choice. This means that virtual reality-based experiences can positively influence students' selection of educational institutions by improving their perception of the destination. These findings highlight the importance of integrating innovative technologies into student decision-making processes when choosing educational destinations.