Gamified Virtual Exercise as a Strategic Management tool to foster Inclusivity in Women's wellbeing and Sports Tourism

Hossein Faridniya¹Reena George^2*

• ¹Sport Management, Farabi Campus, University of Tehran, Qom. Iran, Qom, Iran
• ²College of Arts and Humanities, Amity University Dubai, Dubai, United Arab Emirates

This study aimed to evaluate the effectiveness of gamified virtual reality (VR) exercise as a strategic intervention to enhance body image perception and social interaction among overweight women with clinically diagnosed social anxiety, and further to explore the potential of VR-based physical activity in promoting inclusivity and well-being within the context of sports tourism and experiential wellness. A quasi-experimental pretest–posttest design was employed with 128 women aged 20–40 who were categorized as having class I or II obesity (BMI 30–40). Participants were randomly assigned to either a 12-session gamified VR exercise program delivered across four weeks (three sessions per week) or a standard gym-based exercise group of equal duration and intensity. Validated self-report instruments were administered before and after the intervention, and analysis of covariance (ANCOVA) was conducted to examine between-group differences while controlling for baseline scores. Results indicated that the VR intervention group showed significantly greater improvements in body image flexibility (F = 51.30, p < 0.001, η² = 0.286) and social interaction (F = 46.24, p < 0.001, η² = 0.266) compared with the control group, along with a moderate reduction in BMI. These findings suggest that gamified VR-based exercise is an effective and engaging approach to improving psychological well-being and promoting inclusive participation among women who face social and emotional barriers to physical activity, while also holding promise as a strategic asset for fostering engagement in sports tourism and broader community wellness initiatives.