This study proposes and empirically tested the AUIDC framework for tourism advertising effects with five variables: Attention, Utilitarian, Interest, Desire, and Credibility. To examine the tourism advertising effects across different destination types and advertising formats, a 2 (destination type: cultural vs. natural) ×3 (advertising format: VR vs. video vs. print) between-subject experiment was designed and tested. A sample of 307 participants was surveyed in this study. Findings indicate that the tourism advertising effects do not differ across the three ads formats of print, video, and VR. VR is even less effective for destinations primarily featuring natural sceneries. Theoretical and managerial implications of this study are discussed
