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Article
Publication date: 16 October 2023

Sezer Yersüren and Çağıl Hale Özel

This study aims to investigate the effect of virtual reality experience quality on destination visit intention and virtual reality travel intention through the technology…

Abstract

Purpose

This study aims to investigate the effect of virtual reality experience quality on destination visit intention and virtual reality travel intention through the technology acceptance model (TAM).

Design/methodology/approach

Quantitative data gathered from questionnaires applied to 198 people after undertaking an imaginary three-dimensional (3D) destination experience were analyzed with PLS-SEM.

Findings

Virtual reality experience quality influences perceptions and intentions. The perceived ease of use affects perceived usefulness, perceived usefulness effects attitude and destination visit intention, while perceived risk affects only virtual reality travel intention. Attitude affects both intentions.

Research limitations/implications

The main limitation of the study relates to the quality of the experience offered, which is limited to the technical capacity of the virtual reality glasses used. Virtual reality can be used as a new economic offering and create a realistic destination experience. Virtual reality experience quality is an important determinant of intention in physical and imaginary travels, in shaping perceptions and minimizing travel risks. The explanatory power of the model can be increased by adding the perceived risk variable to TAM. The study has brought new perspectives, new insights and suggestions for developing tourism.

Originality/value

In the study, a 3D imaginary destination with its mise-en-scène and story, which includes more than one destination type, was designed. This study contributes to the literature by analyzing real and virtual visit intentions, combining the fields of the experience economy, risk perception and TAM.

研究目的

本研究通过应用技术接受模型, 探讨虚拟现实体验质量对目的地参访意愿和虚拟现实旅游意愿的影响。旨在识别这些变量之间存在的关系, 并解释这些关系的因果链接。

研究方法

本研究从198名参与虚拟三维目的地体验后填写的问卷中获得定量数据并通过PLS-SEM方法进行分析。

研究发现

虚拟现实体验的质量影响用户的感知和意愿。虚拟现实旅游意愿仅受感知风险的影响。感知易用性影响感知有用性。意愿受态度影响, 但感知有用性不影响虚拟现实旅游。

研究局限性/意义

本研究的主要局限性与提供的体验质量有关, 该质量受到虚拟现实眼镜技术能力的限制。虚拟现实可以作为一种新的经济提供方式进行开发。通过将感知风险变量添加到技术接受模型中, 可以增加模型的解释力。本研究为旅游业的发展提供了新的视角、见解和建议, 并解释了虚拟现实提供的真实目的地体。

研究创新

为了研究的目的, 本研究设计了一个虚拟的三维目的地, 包含多个目的地类型。该目的地有自己的布景和故事情节。本研究通过分析真实和虚拟参访意愿的领域, 将体验经济、风险感知和技术接受模型领域相结合, 为文献做出了贡献。

Open Access
Article
Publication date: 7 June 2023

Generoso Branca, Vittoria Marino and Riccardo Resciniti

This paper aims to review the existing literature about consumers’ evaluation of products in virtual reality (VR), provide an accurate overview of this field, systematise the…

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Abstract

Purpose

This paper aims to review the existing literature about consumers’ evaluation of products in virtual reality (VR), provide an accurate overview of this field, systematise the knowledge developed so far, identify the research gaps and propose a future research agenda.

Design/methodology/approach

A systematic literature review was performed on Scopus and Web of Science, resulting in a final pool of 31 articles.

Findings

Four main themes were identified, and a detailed research agenda is proposed based on the findings and following the theory, context, characteristics, methodology framework.

Research limitations/implications

The provision of formal inclusion and exclusion criteria may have resulted in additional potentially relevant articles not indexed in the data set under consideration.

Originality/value

The paper highlights how products are perceived in VR, the consumers’ responses, the peculiarities of VR compared to other conditions and VR as a product test environment. To the best of the authors’ knowledge, this paper seems to represent the first systemic review that focusses solely on how consumers assess products in VR. The results lead to a broad proposal of directions for future research that can expand knowledge on VR in marketing. Practical implications concern the use of VR to design product strategies and as a testing and prototyping environment.

Objetivo

Este artículo revisa la literatura existente sobre la evaluación de los consumidores de productos en Realidad Virtual, proporciona una visión precisa de este campo, sistematiza el conocimiento desarrollado hasta el momento, identifica las lagunas en la investigación y propone una agenda de investigación futura.

Metodología

Se realizó una revisión sistemática de la literatura en Scopus y Web of Science, que dio como resultado un conjunto final de 31 artículos.

Resultados

Se identificaron cuatro temas principales y se propone una agenda de investigación detallada basada en las conclusiones y siguiendo el marco Teoría, Contexto, Características, Metodología.

Limitaciones de la investigación

La provisión de criterios formales de inclusión y exclusión puede haber dado lugar a artículos adicionales potencialmente relevantes no indexados en el conjunto de datos considerado.

Originalidad

El artículo destaca cómo se perciben los productos en la Realidad Virtual, las respuestas de los consumidores, las peculiaridades de la Realidad Virtual en comparación con otras condiciones y la Realidad Virtual como entorno de prueba de productos. Esta parece representar la primera revisión sistémica que se centra exclusivamente en cómo los consumidores evalúan los productos en la Realidad Virtual. Los resultados conducen a una amplia propuesta de direcciones para futuras investigaciones que puedan ampliar los conocimientos sobre la Realidad Virtual en el marketing. Las implicaciones prácticas se refieren al uso de la Realidad Virtual para diseñar estrategias de producto y como entorno de prueba y creación de prototipos.

目的

本文回顾了现有的关于消费者对虚拟现实产品评价的文献, 提供了这个领域的准确概述, 系统化了迄今为止的知识, 确定了研究差距, 并提出了一个未来的研究议程。

设计/方法/途径

在Scopus和Web of Science上进行了系统的文献综述, 最终形成了31篇文章的资料库。

研究结果

确定了四个主要的主题, 并根据研究结果, 按照理论、背景、特征、方法框架提出了详细的研究议程。

研究局限性

提供正式的纳入和排除标准可能会导致更多潜在的相关文章没有被收录到所考虑的数据集中。

原创性

文章强调了产品在虚拟现实中是如何被感知的, 消费者的反应, 与其他条件相比虚拟现实的特殊性, 以及虚拟现实作为产品测试环境。这似乎代表了第一个只关注消费者如何在虚拟现实中评估产品的系统性评论。研究结果为未来的研究方向提出了一个广泛的建议, 可以扩展营销中的虚拟现实知识。实际意义在于使用虚拟现实技术来设计产品策略, 并作为测试和原型设计环境。

Open Access
Article
Publication date: 27 September 2021

Michele Simoni, Annarita Sorrentino, Daniele Leone and Andrea Caporuscio

This study aims to provide an exploratory analysis of the role of virtual reality (VR) in the cruise context as a contribution to the limited literature on this topic. In…

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Abstract

Purpose

This study aims to provide an exploratory analysis of the role of virtual reality (VR) in the cruise context as a contribution to the limited literature on this topic. In particular, the research investigates immersive VR as a critical touchpoint at the pre-purchase stage of the customer journey.

Design/methodology/approach

To achieve the research aims, the authors use a case study approach by analysing the “immersive configurator” (essentially a virtual catalogue) implemented by the Mediterranean Shipping Company (MSC).

Findings

Three innovative functions emerged from the study of the MSC’s virtual catalogue. First, it improves the customer experience and engagement through its interactivity. Second, it allows customization of the prospective cruise experience by selecting and changing types of ship, the level of service, the position of the cabin and much more. Third, it becomes a new digital marketing system endowed with large amounts of data.

Research limitations/implications

This study advances the current state of knowledge by presenting an empirical case study on the role of immersive VR at the pre-purchase stage of the customer journey. Second, it offers interesting implications for managers who want to take advantage of the opportunities offered by VR.

Originality/value

The present study analyses the pre-purchase stage in tourism marketing focused on the use of VR in the tourist experience at the time of service delivery. Second, it enriches the tourism literature by integrating supply-side and demand-side perspectives. Third, from a methodological point of view, this paper offers an in-depth qualitative study in a context where scholars have mostly applied quantitative methods.

通过虚拟现实来提高预购体验:洞悉游轮产业摘要

研究目的

以邮轮产业为背景, 鉴于少量的相关文献, 本研究对虚拟现实提供了初步研究。 本论文以侵入式虚拟现实作为顾客购买前关键体验点进行了探索。

研究设计/方法/途径

为实现研究目的, 本论文运用了案例研究发来分析地中海航运公司MSC目前使用的“侵入式配置程序” (尤其作为虚拟目录)。

研究结果

通过对MSC虚拟目录的研究, 我们发现了其三大创新功能。第一, 可有效的通过互动来提高顾客体验和参与。第二, 可允许对预期的游轮体验通过选择游轮种类, 服务等级, 船舱的位置等, 来进行量身定制。第三, 基于大量数据积累, 可作为数字营销系统。

理论贡献

通过实证案例研究, 本论文对侵入式虚拟现实在顾客预购体验中的研究文献进行了有效推进。其二, 本研究为期望运用虚拟现实的从业人员提供了新颖的实践知识。

研究原创性/价值

本研究在聚焦在虚拟现实技术运用在旅游营销中的前期游客体验。第二, 本研究整合了供给和需求两方面的视角。第三, 从研究方法的角度, 本研究在普遍运用定量研究的领域提供了深入的定性研究。

Details

Journal of Hospitality and Tourism Technology, vol. 13 no. 1
Type: Research Article
ISSN: 1757-9880

Keywords

Open Access
Article
Publication date: 22 November 2023

María A. Bretos, Sergio Ibáñez-Sánchez and Carlos Orús

The purpose of this paper is to investigate how previous literature has analyzed the role of augmented reality and virtual reality in the field of tourism, distinguishing between…

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Abstract

Purpose

The purpose of this paper is to investigate how previous literature has analyzed the role of augmented reality and virtual reality in the field of tourism, distinguishing between studies focused on one technology or the other as both have characteristics that profoundly differentiate them.

Design/methodology/approach

This study carries out a critical review to assess and synthesize the literature on augmented reality and virtual reality in tourism. Literature searches are conducted using various keywords, resulting in a selection of 84 articles (19 on augmented reality and 65 on virtual reality) from 39 indexed journals.

Findings

The research findings demonstrate an increasing scholarly focus on exploring the application of virtual reality and augmented reality within the realm of tourism. These results highlight a noticeable progression in recent years with respect to different matters, such as methodologies, used theories or considered variables, among others. Based on these results, it is proposed a future research agenda that seeks to establish a cohesive framework and drive the development of both augmented reality and virtual reality research in tourism.

Originality/value

By conducting an individual and comparative review of the literature on the application of augmented reality and virtual reality in tourism, this research helps elucidate the specific lines of research for each technology while providing a better understanding of how each technology can be used to generate effective tourist experiences.

Propósito

El objetivo de este artículo es investigar cómo la literatura previa ha analizado el papel de la realidad aumentada y la realidad virtual en el ámbito del turismo, distinguiendo entre estudios centrados en una u otra tecnología ya que ambas tienen características que las diferencian profundamente.

Diseño/Metodología/Enfoque

Este estudio realiza una revisión crítica para evaluar y sintetizar la literatura sobre realidad aumentada y realidad virtual en turismo. Se realizan búsquedas de literatura utilizando diversas palabras clave, que dan como resultado la selección de 84 artículos (19 sobre realidad aumentada y 65 sobre realidad virtual) procedentes de 39 revistas indexadas.

Conclusiones

Los resultados de la investigación demuestran que existe un interés creciente en explorar la aplicación de la realidad virtual y la realidad aumentada en el ámbito del turismo. Asimismo, se pone de manifiesto una notable progresión en los últimos años con respecto a diferentes cuestiones, como las metodologías aplicadas, las teorías empleadas o las variables consideradas, entre otras. A partir de estos resultados, se propone una agenda de investigación futura que pretende establecer un marco cohesionado e impulsar el desarrollo de la investigación en el ámbito tanto de la realidad aumentada como de la realidad virtual en turismo.

Originalidad

Al realizar una revisión individual y comparativa de la literatura sobre la aplicación de la realidad aumentada y la realidad virtual en el turismo, esta investigación ayuda a esclarecer las líneas de investigación específicas de cada tecnología a la vez que proporciona una mejor comprensión de cómo cada tecnología puede ser utilizada para generar experiencias turísticas efectivas.

目的

本文旨在研究以往的文献是如何分析增强现实和虚拟现实在旅游领域的作用的, 并对侧重于其中一种技术或另一种技术的研究加以区分, 因为这两种技术都有深刻区别于其他技术的特点。

设计/方法/途径

本研究通过批判性综述来评估和归纳有关旅游业中增强现实和虚拟现实技术的文献。通过使用各种关键词进行文献检索, 从 39 种索引期刊中筛选出 84 篇文章(19 篇关于增强现实技术, 65 篇关于虚拟现实技术)。

研究结果

研究结果表明, 学术界越来越重视探索虚拟现实和增强现实在旅游业中的应用。这些结果突显了近年来在方法论、采用的理论或考虑的变量等不同方面的明显进步。在这些成果的基础上, 提出了未来的研究议程, 旨在建立一个具有凝聚力的框架, 推动旅游业中增强现实和虚拟现实研究的发展。

独创性

本研究通过对增强现实和虚拟现实技术在旅游业中应用的文献进行单独和比较审查, 有助于阐明每种技术的具体研究方向, 同时让人们更好地了解如何使用每种技术来产生有效的旅游体验。

Open Access
Article
Publication date: 7 September 2020

Sandra Maria Correia Loureiro, Ricardo Godinho Bilro and Fernando José de Aires Angelino

The purpose of this paper is to review studies on the use of virtual reality (VR) and gamification to engage students in higher education for marketing issues to identify the…

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Abstract

Purpose

The purpose of this paper is to review studies on the use of virtual reality (VR) and gamification to engage students in higher education for marketing issues to identify the research topics, the research gaps and to prepare a future research agenda.

Design/methodology/approach

A literature review is performed based on two search terms applied to Web of Science, resulting in a final pool of 115 articles. A text-mining approach is used to conduct a full-text analysis of papers related to VR and gamification in higher education. The authors also compare the salient characteristics presented in the articles.

Findings

From this analysis, five major research topics are found and analysed, namely, teaching methodologies and education, experience and motivation, student engagement, applied theories in VR and gamification. Based on this and following the theory concept characteristics methodology framework, the paper provides directions for future research.

Originality/value

There is no comprehensive review exploring the topics, theories, constructs and methods used in prior studies concerning VR and gamification applied to higher education services based on all the articles published in well-regarded academic journals. This review seeks to provide deeper insights, to help scholars contribute to the development of this research field.

Propósito

En este documento se revisan los estudios sobre el uso de la realidad virtual (RV) y la Gamificación para involucrar a los estudiantes en la educación superior en marketing, se identifican los principales temas de investigación tratados, las lagunas de investigación y se sugiere una agenda futura de investigación.

Diseño/metodología/enfoque

Una revisión de la literatura basada en dos búsquedas en Web of Science (WOS) permitió identificar 115 artículos. La minería de textos se utilizó para realizar un análisis de texto completo de los artículos relacionados con RV y gamificación en la educación superior. Los autores también compararon las características más destacadas de los artículos.

Hallazgos

A partir de este análisis, se encuentran y analizan cinco grandes temas de investigación: metodologías de enseñanza y educación, experiencia y motivación, compromiso de los estudiantes, aplicadas a la RV y la gamificación. Basándose en esto y siguiendo el marco del TCCM, el artículo proporciona una agenda futura de investigación.

Originalidad/valor

No hay una revisión exhaustiva que explore los temas, las teorías, construcciones y métodos utilizados en estudios anteriores relativos a RV y gamificación aplicados a servicios de educación superior basados en todos los artículos publicados en revistas académicas. Esta revisión proporciona una panorámica más detallada y sugiere a los académicos nuevas líneas de trabajo para seguir desarrollando este campo de investigación.

目的

本文的目的是回顾为了提高学生参与高等教育而使用虚拟现实(VR)和游戏化的营销方面的研究,以确定它们的研究主题,研究差距,并以此准备未来的研究议程。

文章设计/方法

本文的文献综述是基于Web of Science的两个搜索词进行的,最终搜索出115篇文章。本文采用文本挖掘方法,对与高等教育中的虚拟现实和游戏化相关的论文进行全文分析。作者还比较了这些文章中呈现的显著特征。

研究结果

从这一调查中,我们发现并分析了五大研究主题,即教学方法与教育、体验与动机、学生参与、虚拟现实应用理论和游戏化。在此基础上,遵循理论概念、特征、方法论框架,为今后的研究提供了方向。

本文独创性/价值

目前,在权威学术期刊上发表的所有文章,都没有对以往关于虚拟现实和游戏化应用于高等教育服务的研究的主题、理论、结构和方法进行全面的综述。本文旨在提供更深刻的见解,以帮助学者们为这一研究领域的发展做出贡献。

Article
Publication date: 10 October 2023

Miguel Melo, Guilherme Gonçalves, Filipa Jorge, Nieves Losada, Luís Barbosa, Mário Sérgio Teixeira and Maximino Bessa

This paper aims to generate knowledge of the impact of different virtual reality (VR) set-ups in tourism promotion regarding destination image, place attachment and behavioural…

Abstract

Purpose

This paper aims to generate knowledge of the impact of different virtual reality (VR) set-ups in tourism promotion regarding destination image, place attachment and behavioural intention.

Design/methodology/approach

The paper presents a comparative study of the impact of different visualisation technologies (video, immersive VR and multisensory immersive VR) to promote tourism destinations. The study’s dependent variables are destination image, place attachment and behaviour intention.

Findings

Results show that VR content impacts these variables. Multisensory immersive VR is the preferred content type for destination promotion. It is also evidenced that female participants scored each variable higher than male participants. Males reported higher scores on the video set-up for destination image and place attachment. Behavioural intention reported higher values in the video when compared to immersive VR in both sexes.

Practical implications

This paper concludes that there is a preference towards multisensory set-ups, which suggests that incorporating audiovisual and sensory elements can significantly enhance the effectiveness of VR experiences in attracting and engaging potential tourists.

Originality/value

The paper contributes to the scarce body of knowledge regarding the impact of different VR factors on tourism promotion, including the multisensory VR component.

研究目的

本文旨在探讨不同虚拟现实(VR)设备在旅游推广中对目的地形象、地方依恋和行为意图的影响, 并增加对此方面的认识。

研究方法

本文对不同可视化技术(视频、沉浸式VR和多感官沉浸式VR)在旅游目的地推广中的影响进行了比较研究。研究的依赖变量包括目的地形象、地方依恋和行为意图。

研究发现

研究结果表明, VR内容对这些变量有影响。多感官沉浸式VR是目的地推广的首选内容类型。研究还证明, 女性参与者在每个变量上的评分高于男性参与者。男性在视频设备上对目的地形象和地方依恋评分较高。无论是在男性还是女性中, 视频在行为意图方面的得分都高于沉浸式VR。

实践价值

我们得出结论, 人们更偏好多感官设备, 这表明将视听和感官元素纳入虚拟现实体验可以显著提高吸引和吸引潜在游客的效果。

研究创新

本文对不同虚拟现实因素对旅游推广的影响, 包括多感官VR组成部分, 做出了有益的贡献。

Article
Publication date: 22 October 2021

Xiaoting Huang, Chun Liu, Chun LIU, Zhenda Wei and Xi Y. Leung

Drawn from flow theory, this study aims to explore children’s flow experiences in virtual reality (VR) by examining the relationships between VR experience length, arousal and…

Abstract

Purpose

Drawn from flow theory, this study aims to explore children’s flow experiences in virtual reality (VR) by examining the relationships between VR experience length, arousal and flow experience (time estimation and enjoyment).

Design/methodolog/approach

A within-subject laboratory experiment was conducted using 9D VR and iMEC 12. A total of 47 children participated in this study. Both survey data and physiological data were collected.

Findings

The results revealed that longer VR videos evoked lower arousal, higher respiratory rates and less enjoyment among child participants than shorter videos. This study also verified the mediating effects of respiratory rates measured arousal on time estimations and self-reported arousal in terms of enjoyment.

Originality/value

This study fills a research gap related to children’s flow experiences in VR, as children’s voices remain limited in tourism research. The study findings offer meaningful insights for destination marketers to leverage the growth of parent-child tours and the increasing effects of VR on the tourism industry.

儿童虚拟现实旅游体验探究: 一项基于沉浸理论的心理-生理研究

研究目的

基于沉浸理论,本研究旨在通过检验虚拟现实(VR)的体验长度、兴奋度, 以及沉浸体验(时间估计和乐趣)之间的关系来探讨儿童的VR沉浸体验。

研究设计/方法/途径

运用9D虚拟现实模拟器和iMEC12, 本研究进行了一项被试内实验。一共有47位儿童参与本研究。收集了调研数据和生理学实验数据。

研究发现

研究结果显示与短VR视频相比, 较长的VR视频导致了较低水平的兴奋度, 较高水平的呼吸率,和较少的乐趣。本研究且还证实了呼吸率测量的兴奋度对时间估计的中介作用 和自我报告的兴奋度对乐趣的中介作用。

研究原创性/价值

由于从儿童角度出发的旅游研究有限, 所以本研究填补了儿童VR沉浸体验领域的研究空白。本研究为目的地营销人员提供了有意义的参考, 从而能有效利用亲子旅游和VR对旅游业日益增长的影响。

Details

Journal of Hospitality and Tourism Technology, vol. 12 no. 4
Type: Research Article
ISSN: 1757-9880

Keywords

Article
Publication date: 31 January 2022

Hsuan Hsuan Chang and Chin Chung Chiang

This study aims to investigate the effect of virtual reality (VR) as a communication tool for advertising on tourism destination image and the changes in destination attitude…

1743

Abstract

Purpose

This study aims to investigate the effect of virtual reality (VR) as a communication tool for advertising on tourism destination image and the changes in destination attitude, clarifying how flow experience affects destination image, and examining how destination image mediates the effect of flow experience on attitude changes.

Design/methodology/approach

A survey was administered to collect data from 342 study participants who watched a tourism destination marketing video through HTC VR vive gear. A research model tested data collected from participants using confirmatory factor analysis and structural equation modeling by using partial least squares structural equation modeling software.

Findings

The results found that two factors (friendliness and telepresence) of flow experience in VR can positively affect destination image. Destination image has a significant indirect effect on how flow experience influences attitude change.

Originality/value

As tourism destinations are faced with strategic decisions about investment in different VR platforms or some other technologies, understanding how individuals respond to various VR stimuli is of practical importance. Therefore, this study’s findings provide valuable information for tourism industry practitioners.

虚拟现实是否能成为目的地营销的有效工具?一项基于沉浸理论视角的研究

研究目的

本研究旨在探索虚拟现实(VR)作为一项营销沟通工具来研究对目的地形象, 目的地态度改变, 诠释心流体验如何对目的地形象的影响, 以及目的地形象在心流体验对态度改变的中介作用的影响。

研究设计/方法/途径

本研究从342位观看了由HTC 提供的VR虚拟现实 VIVE 装备对旅游景区营销视频的参与者采集调研数据。调研数据由验证性因子分析和结构方程(PLS-SEM软件)来测试研究模型。

研究发现

研究结果显示由VR产生的基于心流体验的两个因子(友好程度和远程呈现)可以对目的地形象产生正面影响。研究显示目的地形象是心流体验影响态度变化的中介因素。

研究原创性/价值

由于旅游目的地面临着关于投资于不同VR 平台或者其他科技工具的战略性决策, 了解个体如何对各种VR刺激因素进行反应变得尤其重要。因此本研究结论为旅游业内人士提供了有价值信息。

Details

Journal of Hospitality and Tourism Technology, vol. 13 no. 3
Type: Research Article
ISSN: 1757-9880

Keywords

Article
Publication date: 8 February 2022

Wilson K.S. Leung, Man Lai Cheung, Man Kit Chang, Si Shi, Sin Yan Tse and Lenny Yusrini

This study aims to examine the impact of virtual reality (VR) interactivity elements, including synchronicity, two-way communication and active control, on tourists’ VR memorable…

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Abstract

Purpose

This study aims to examine the impact of virtual reality (VR) interactivity elements, including synchronicity, two-way communication and active control, on tourists’ VR memorable experiences, and the subsequent effect on tourists’ word-of-mouth (WOM) and VR continuance intention.

Design/methodology/approach

The research model was tested using self-administrated survey data from 285 Chinese tourists who were experienced in travel and VR tourism activities. Partial least squares–structural equation modelling was adopted to perform latent variable analysis.

Findings

VR interactivity elements, including synchronicity, two-way communication and active control, play a considerable role in driving tourists’ VR memorable experiences, which in turn drive tourists’ WOM and VR continuance intention.

Research limitations/implications

Cross-sectional, single country data was used and thus the generalisability of the findings may be limited. Future research is recommended adopting a longitudinal approach to compare the relationship between constructs in countries with diverse cultures.

Practical implications

The findings provide guidance for tourism marketers to use the interactive features of VR, including synchronicity, two-way communication and active control, to drive tourists’ memorable experiences and thereby strengthen tourists’ referral and continuance intention.

Originality/value

Scholarly attention on the importance of VR interactivity in driving tourists’ memorable experiences and behavioural intention is limited. This study contributes to the tourism marketing literature by empirically testing the research model to reveal the importance of VR interactivity elements, including synchronicity, two-way communication and active control, to drive tourists’ VR memorable experiences and behavioural intentions.

虚拟现实交互在COVID-19时代中构建难忘的游客体验和采纳意向的作用

研究目的

本研究旨在检验虚拟现实 (VR) 交互元素的影响, 包括同步性、双向通信和主动控制, 对游客的VR 难忘的经历, 以及对游客口碑 (WOM) 和 VR 的持续意向。

研究设计/方法/途径

该研究模型采用来自285名体验过旅行和VR旅游活动的中国游客的调查数据进行了测试。偏最小二乘 - 结构方程模型(PLS-SEM)用来执行潜在的变量分析。

研究发现

VR交互元素, 包括同步性、双向通信和主动控制, 在推动游客 VR 难忘体验方面发挥了相当大的作用, 进而推动游客的口碑和VR持续意向

研究限制/价值

使用了横断面的单一国家数据, 因此调查结果的普遍性可能有限。建议未来的研究采用纵向比较方法来比较具有多元文化不同国家为背景的构象之间关系。

实践价值

研究结果为旅游营销人员利用VR的交互特性, 包括同步性、双向交流、主动性控制, 来驱动游客难忘的体验, 从而加强游客的推荐和继续意向

研究原创性/价值

学术界对 VR 交互性在构建游客的难忘经历和行为意图的重要作用的研究仍然有限。本研究有助于旅游营销文献通过实证检验研究模型揭示VR交互元素的重要性, 包括同步性、双向通信、和主动控制, 构建游客的 VR 难忘体验和行为意图。

Article
Publication date: 28 August 2019

Kai Israel, Christopher Zerres and Dieter K. Tscheulin

The purpose of this study is to investigate the effects of telepresence while using a smartphone-based virtual reality system (SBVR) to explore a hotel virtually and to determine…

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Abstract

Purpose

The purpose of this study is to investigate the effects of telepresence while using a smartphone-based virtual reality system (SBVR) to explore a hotel virtually and to determine the influence of this immersive experience on the booking intention of the potential customer.

Design/methodology/approach

Within the scope of this study, a conceptual research model was developed which covered utilitarian and hedonic aspects of the user experience of SBVRs and showed their relevance for the booking intention. A virtual reality application was programmed especially for the study, in which the test persons were able to virtually explore a hotel complex. A total of 569 people participated in the study. A questionnaire was used for the data collection. The structural equation modelling and hypothesis verification were carried out using the partial least squares method.

Findings

The immersive feeling of telepresence increases the perceived enjoyment and usefulness of the potential customer. In addition, the user's curiosity is aroused by the telepresence, which also significantly increases the perceived enjoyment as well as the perceived usefulness. The hedonic and utilitarian value of the virtual hotel experience increases the probability that the customer will book the travel accommodation.

Research limitations/implications

The virtual reality application developed for the study is based on static panoramic images and does not contain audio-visual elements (e.g. sound, video, animation). Audio-visual elements might increase the degree of immersion and could therefore be investigated in future research.

Practical implications

The results of the study show that the SBVR is a suitable marketing tool to present hotels in an informative and entertaining way, and can thereby increase sales and profits.

Originality/value

For the first time, this study investigates the potential of SBVRs for the virtual product presentation of hotels and provides empirical evidence that the availability of this innovative form of presentation leads to a higher booking intention.

研究目的

本论文旨在研究借助智能手机虚拟现实系统(SBVR)以达到网真效果来展示酒店产品, 以及探究这种身临其境的体验是否对潜在酒店消费者的预定意图有影响。

研究设计/方法/途径

本论文建立了一个理论模型, 包含了功利和享乐两方面的用户体验SBVR, 以及其与预定意图的联系。本论文创立了一个虚拟现实的模式, 实际测量了人们通过这个模式来探究酒店的体验。研究样本为569位参与者。采样方式为问卷方法。本论文采用PLS方式来进行结构方程模型(SEM)计算和假设验证。

研究结果

网真技术的身临其境的体验增加了潜在消费者的感知享受和有用性。此外, 用户的好奇心被网真技术激发, 显著地增加了感知享受和感知有用性。虚拟酒店体验的享乐和功利价值增加了顾客预定的概率。

研究理论限制/意义

本论文研制的虚拟现实应用软件是基于静态全景影像, 而不含视听觉元素(比如, 声音、视频、动画)。视听觉因素可能会增加身临其境的感觉, 因此值得未来研究。

研究实际意义

本论文结果表明SBVR是一个适合营销的手段, 其在信息性和娱乐性方面展示了酒店, 因此能够增加销量和利润。

研究原创性/价值

首先, 本论文研究了SBVR对酒店虚拟产品展示的潜力, 并且提供实际测量结果, 证明了这种创新型展示对预定意图的促进作用

关键词

关键词 虚拟现实, 旅游住宿, 酒店, 产品展示, 网真, 预定意图

论文类型

研究型论文

Details

Journal of Hospitality and Tourism Technology, vol. 10 no. 3
Type: Research Article
ISSN: 1757-9880

Keywords

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