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The purpose of this study is to examine the structural relationships between the dimensions of virtual reality (VR) experiences (immersion, interaction, usability and illusion), the dimensions of VR attachment (VR dependence, VR identity, VR affect and VR familiarity) and the dimensions of VR experiential outcomes (VR experiential satisfaction, VR experiential loyalty and VR experiential advocacy).

A total of 490 visitors who tried 360 VR travel video games in the TripMoment VR were surveyed.

In this study, there are positive relationships between VR experiential satisfaction and immersion, interaction, illusion, as well as VR identity, VR affect and VR familiarity. In addition, VR experiential satisfaction has a positive relationship with VR experiential loyalty. In addition, VR experiential advocacy has a positive relationship with both VR experiential satisfaction and VR experiential loyalty.

The results show that tourism operators should focus on increasing VR experiential satisfaction and experiential loyalty to enable visitors to have intentions to advocate their VR experiences.

This paper provides the data that lead to a better understanding of the relationship between the dimensions of VR experiences, VR attachment and VR experiential outcomes in the tourism industry.

本研究目的是在检验虚拟实境体验维度(沉浸、交互作用、可用性与幻觉),虚拟实境依附维度(虚拟实境依赖、虚拟实境认同、虚拟实境影响与虚拟实境熟悉度)和虚拟实境体验结果维度 (虚拟实境体验满意度、虚拟实境体验忠诚度与虚拟实境体验主张)之间的结构关系。

在时刻旅行中, 共受访490名游客尝试了360度虚拟实境旅游视频游戏。发现 – 在本次研究中, 虚拟实境体验满意度与沉浸、交互作用、幻觉与虚拟实境认同、虚拟实境影响与和虚拟实境熟悉度均存在正向关系。而且, 虚拟实境体验满意度对虚拟实境体验忠诚度有正向影响。此外, 虚拟实境体验主张对虚拟实境体验满意度与虚拟实境体验忠诚度两者均有正向影响。

结果显示, 为了能使游客有意愿宣传自己的虚拟实境体验, 旅游经营者应该将焦点放在提升虚拟实境体验满意度与虚拟实境体验忠诚度。

本文提供的数据有助于更好地理解旅游行业虚拟实境体验, 虚拟实境依附与虚拟实境体验结果维度之间的关系

El objetivo de este estudio es examinar las relaciones estructurales entre las dimensiones que afectan a la VR: las experiencias (inmersión, interacción, usabilidad e ilusión), las dimensiones del apego (dependencia de VR, identidad de VR, afecto de VR y familiaridad de VR) y las dimensiones de los resultados experimentales (satisfacción experiencial de realidad virtual, lealtad experiencial de realidad virtual y defensa experiencial de realidad virtual).

Se encuestó a un total de 490 visitantes, que probaron los videojuegos de viaje de 360 VR en TripMoment VR.

En este estudio, demuestra la existencia de relaciones positivas entre la satisfacción experimental de la realidad virtual y la inmersión, la interacción, la ilusión, así como la identidad de la realidad virtual, el efecto de la realidad virtual y la familiaridad de la realidad virtual. Además, la satisfacción experiencial, tiene una relación positiva con la lealtad experiencial, en la realidad virtual. Además, la defensa de la experiencia de VR tiene una relación positiva tanto con la satisfacción de la experiencia de VR como con la lealtad de la experiencia de VR.

Los resultados muestran que los operadores turísticos deberían centrarse en aumentar la satisfacción y la lealtad experiencial de la realidad virtual, para permitir que los visitantes tengan intenciones de defender sus experiencias en los contextos de la misma.

Este trabajo proporciona datos, que conducen a una mejor comprensión de la relación entre las dimensiones de las experiencias de realidad virtual, el apego a la realidad virtual y los resultados experimentales en la industria del turismo.

The paper focuses on extended reality technologies and their potential contribution to the improvement of services. First, it identifies extended reality technologies (AR/VR) as the most promising interfaces to enable an experiential consumption of the services. It then summarises their properties and discusses similarities and differences. Last, it maps these technologies onto a consumer psychology framework of experience to derive possible areas of future research.

The authors conduct a literature review and present a conceptual framework of AR/VR contributions on experience.

The study provides an up-to-date literature review including AR and VR applications for consumer and service experience, as well as recommendations for possible research directions.

Whereas previous contributions adopted the same, experiential approach but focused on different technology (e.g. AI) or considered multiple interfaces and their impact on the consumer journey (mostly transactions), this paper aims at digging deeper into AR/VR, while retaining an experiential view on consumption that best serves the contextualisation of AR/VR.

The purpose of this paper is to present an innovative reflexive process evaluation method for a social marketing programme featuring an innovative virtual reality (VR) simulation experience for adolescents.

A process evaluation framework focusing on three key elements – context, implementation and mechanisms of impact – was followed in this study. In total, 374 participants (mean age: 15.2 years, 58 per cent female) completed outcome evaluation surveys before and after the programme delivery, and 300 participants completed qualitative feedback forms following their participation in the VR component of the programme.

A process evaluation delivers insights beyond those attained in outcome evaluations, enhancing the understanding of factors contributing to programme success or failure that can be used to improve future programme iterations. The VR experience demonstrated high satisfaction scores with users, and the findings demonstrate the importance of a multi-disciplinary and industry partnered programme approach to support VR implementation and delivery.

This research demonstrates that additional learnings are obtained from a process evaluation. The findings are limited to one specific research programme, and the outcome effects of the VR simulation have not been assessed in isolation.

The methods outlined in this paper offer a process evaluation tool that can be used by marketers and other practitioners to reflect on programme success or failure to enhance core offerings.

The application of Moore et al.’s (2015) process evaluation framework delivers a reflexive research tool that can be applied to critically consider three key elements: context, implementation and mechanisms of impact of developed programmes. VR’s capacity to provide a satisfying and highly valued programme resource that participants value for its realistic, novel and immersive experiential learning experience was demonstrated.

The aim of the study was to explore aspects of learning in terms of gain in knowledge, confidence and empathy with immersive virtual reality (VR) from the patient perspective in undergraduate nursing students.

A pilot study integrating immersive VR experiences during clinical courses was facilitated based on the INACSL (2016) standards for simulation practices with a convenience sample of 165 nursing students in three levels of cohorts, using two different VR scenario simulations. Quantitative and qualitative data were collected through pre- and post-surveys.

Student participants embodied patients with chronic disease using immersive VR. Findings showed substantial gains in most measures of knowledge, confidence and empathy, with slightly less difference seen in lower level nursing students particularly with empathy and understanding.

Embodiment through immersive VR scenarios was shown to increase learner development. The positive findings from the pilot study justified continuance of integration of immersive VR in nursing education, recommending further use and research.

Simulated learning for nursing has known benefits on knowledge and understanding. Immersive VR is gaining recognition within nursing education as a method to enhance cognitive and affective knowledge. This paper hopes to add insights on the impact of immersive VR for student learning and encourage discussion about the future for innovative immersive teaching and learning approaches for experiential learning.

This research proposes a virtual reality (VR) platform for construction detailing that provides experiential learning in a zero-risk environment. It builds on integrating VR technology as a medium and building information modeling (BIM) as a repository of information and a learning tool.

This work discusses the proposed environment curricular unit prototype design, implementation and validation. The validation of the VR environment was conducted in three phases, namely, piloting, testing (system usability and immersion) and learning gain validation, each of which has its aim and outcomes and has been assessed both qualitatively and quantitatively.

After considering the feedback, the VR environment prototype is then validated on the level of learning outcomes, providing the evidence that it would enhance students' engagement, motivation and achievement accordingly. The results indicated 30% learning progress after experiencing the VR environment vs. 13.8% for paper-based studying.

In reference to building construction education, construction site visits provide students with real-life practical experience which are considered an extension for classroom. Nevertheless, it is challenging to integrate construction site visits regularly during the academic semester with respect to the class specific needs. The research at hand adopts integrating VR and BIM in AEC (Architecture, Engineering and Construction) education by proposing a system that can work as a mainstream complementary construction detailing learning method for architecture students. The proposed VR system facilitates a virtual construction site that meets the learning needs where students can explore and build in a real scale environment.

This paper aims to examine the main developments of virtual reality (VR) and augmented reality (AR) research in hospitality and tourism. It also aims to pinpoint fruitful directions for tourism and hospitality research on VR and AR applications.

A selective literature review of full-length papers published in the period from 2000 to 2018 was conducted. A total of 60 journal papers were retrieved and thoroughly reviewed.

This paper first presents a summary of the distribution of published papers. Then, this paper synthesizes the stimuli, dimensions and consequences of VR/AR-related user behavior experience, upon which a theoretical framework is developed. Additionally, this paper provides a detailed report for the progress on the theories and research methodologies, offering a useful background concerning what remains to be achieved. Finally, this paper puts forward fruitful directions for advancing the current understanding of VR/AR and its management.

This research presents diverse positive outcomes of using VR/AR technologies, which encourage industry practitioners such as destination marketing organizations (DMOs) and marketing firms to incorporate recent technological developments into their strategic plans.

This paper represents one of the first endeavors that critically reviews research progress on VR/AR in tourism and hospitality from 2000 to 2018. Not only are information technology researchers provided with a comprehensive guide to the latest, influential VR/AR literature but also the proposals of wide-ranging directions for future research would stimulate further investigation of VR/AR.

本论文研究旅游酒店业在VR和AR研究的主流发展情况。此外, 本论文还指出AR和VR在旅游酒店应用的未来发展方向。

研究样本为2000年至2018年发表的文章选集, 共60篇研究文献。

本论文首先总结了发表文章的分布情况。其次, 本论文总结了VR/AR相关行为体验研究的起因、方向、以及影响, 并开发了一个理论架构。此外, 本论文还对相关理论和方法进行总结, 从而指出哪些方面需要进一步研究。最后, 本论文还为如何进一步加深对VR/AR及其管理的理解做出指示性说明。

本论文展示了多个不同层面的使用VR/AR科技的积极影响, 从而鼓励行业者如DMOs和营销机构来应用最近科技创新来完善战略决策。

本论文是前沿研究著作之一, 对VR/AR在旅游酒店行业2000年至2018年文献进行梳理的文章。这不仅仅对科技研究学者对信息技术研究、VR/AR文献做了全面梳理, 还对未来VR/AR研究提出多角度全面的启发。

虚拟现实 、增强现实 、酒店管理 、旅游管理 、科技 、述评

纸张类型 - 文献综述

This study aims to explore the conversion of metaverse marketing (MVM) into strategic agility among SMEs based on dynamic capabilities (DC) and dynamic management capabilities (DMC) theories. This paper discusses how constructs such as immersive marketing technologies (IMT), customer immersion (CI) and managerial capabilities (MC) play critical role in the transformation of MVM into strategic agility (SA).

A theoretical framework based on DC and DMC theories, and a comprehensive review of the literature on MVM, IMT, CI, MC and SA, was developed in order to theoretically investigate the relationships between MVM and SA. In this theoretical framework, MVM is the independent variable, while the dependent variable is SA. Also, IMT and CI both mediate the association between MVM and SA, while MC moderate the association between MVM and SA in one stream; and CI and SA in another stream.

This research study develops a theoretical framework that recommends nine set of important research propositions in MVM. An extensive literature review was conducted to examine the theoretical framework on the effect of MVM on SA. The proposed theoretical framework suggests that brand community development and communication, experiential marketing and personalisation in MVM, once accessed through IMT (i.e. VR, AR, MR) and CI (i.e. customer engagement, customer absorption-customer acquisition and assimilation of knowledge, presence) can produce significant SA through customer experience management, value co-creation and process innovation.

This current study develops a theoretical framework that theorise the relationship between MVM and SA rooted in literature on MVM and SA, and also based on DC and DMC perspective. The moderating effect of MC on the relationship between IMT and SA on one hand, and CI and SA on the other, provides support to IMT and CI as mediators in the transformation of MVM into SA. This study also provides insight into SME adoption of MVM and how it generates SA. Lastly, the current study contributes to the body of knowledge on MVM, IMT, CI, MC and SA.

COVID-19, by all accounts, forced higher education to shift to distance delivery. As a result, faculty attempted to innovate and integrate new teaching methods as courses moved online. We utilized an online, virtual reality game to teach team decision-making as a function of leadership. In teams, learners worked cooperatively, making decisions and solving progressive parts of a mystery to advance through an escape room activity. Following the activity, learners independently completed a structured written reflection designed to guide them through the experiential learning cycle. Additionally, learners’ perceptions of the learning activity were measured using a short quantitative survey. Results were mixed, with learners indicating that the activity was engaging, but also suggesting that their team could have worked better in a less virtual immersive experience. Learners’ written reflections indicated they successfully applied their knowledge of decision-making during the activity, along with other teamwork and leadership competencies. Recommendations include providing more time to complete the escape room game and incorporating more robust team debriefing to support reflection and learning transference. Virtual reality may provide effective leadership learning experiences, particularly for groups of learners who are geographically dispersed or participating in online education.

The purpose of this meta-analysis is to encapsulate the outcomes and generate meaningful conclusions by examining the factors that influence consumers' purchase and non-purchase behaviour intention in a virtual reality retailing context.

This study integrates the outcomes from 52 studies, including 403 relationships involving 19,188 samples. The analysis was conducted using R-metafor and AMOS software.

The findings indicate that key factors that influence purchase and non-purchase behavioural intentions are virtual reality (VR)characteristics, virtual reality experience and consumer attitudes. VR experience is the strongest predictor for purchase decisions in virtual environment ,while consumer attitude towards VR most strongly influences the non-purchase behaviour of the consumers. Furthermore, the age of the respondents, cultural backgrounds (high vs low power distance) and gender moderate the relationship between consumers' attitudes and purchase and behaviour intentions.

Marketers can positively influence consumer attitudes and behavioural intentions by prioritizing the design of the virtual environment and facilitating unique experiences (by manipulating different sensory stimuli) in virtual retailing.

The current meta-analysis reconciles and reinforces the findings in the extant literature and provides a robust empirical generalization of the critical factors that influence consumers' purchase or behavioural intentions in a virtual retailing context.

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).

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

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.

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.

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.

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。

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。

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。

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。

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。