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The concept of the virtual reality library is introduced and defined as a new form of OPAC. Since a desktop virtual reality package is needed to construct a virtual reality library the expected functionality of such software is discussed in general terms. One such desktop virtual reality package, REND386, is then discussed in detail and used to build a working prototype of a virtual reality library.

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。

It is argued that the current generation of online catalogues do not meet basic user expectations about how to search for information. After a brief examination of virtual reality audits associated technology, a new form of online catalogue, the virtual reality library is proposed. Users browse an information space, a computer‐controlled set of shelf orderings for items. Its form, workings and design are investigated in detail. The concept of the virtual reality library is then applied to information resources which either have no physical repository or have one which is not accessible to users.

The past two decades have witnessed the development of a new stream of research in the field of virtual reality. Its primary use was thought to be entertainment, but as research continued the applications to more practical areas, we see how all forms of businesses can and are benefiting from virtual reality research. Briefly discusses the research being conducted on behalf of various industries, and how that research will benefit and is benefiting those industries.

This paper aims to improve the scene sense of a virtual scene, the welding model of a virtual reality system of riser automatic equipment was constructed using Unity3D and UG software, which mainly included a welding car, welding guide rail, welding power supply, virtual camera and other equipment and the model was rendered.

The human-computer interaction page and simulation test of the system was produced using the user interface GUI system for creating a human-computer interaction scene. The operator could capture the welding status of the physical equipment accurately and in real-time so the virtual reality technology was very suitable for the remote monitoring operation integrated with the welding system.

Human-computer interaction design and collision detection were realized. In addition, the system simulation experiment was accomplished. With the continuous improvement and development of virtual reality technology real-time virtual simulation and monitoring, technology will become the main development trend.

Based on virtual reality, the monitoring system can capture the operation status of physical welding equipment in real-time and accurately, which is very suitable for remote monitoring operation integrated with the welding system and also conducive to improving the monitoring level of the welding process.

This technology is time-saving and money-saving, for the operators do not have to be in a real welding environment and therefore they can get away from dangerous places. Consequently, it can avoid unnecessary injuries and problems.

This technology can replace people to enter the dangerous and extreme environment to carry out welding operation, so it becomes the most effective means of nuclear power plant maintenance, space structure construction and marine engineering construction. In addition, it is time-saving and money-saving.

With the rapid development of virtual reality technology in recent years, it is a new research direction to apply virtual reality technology to the remote welding operation. This technology is different from the traditional way of welding for the operators can stay away from the welding scene especially some dangerous places.

This paper presents a reclassification of markers for mixed reality environments that is also applicable to the use of markers in robot navigation systems and 3D modelling. In the case of Augmented Reality (AR) mixed reality environments, markers are used to integrate computer generated (virtual) objects into a predominantly real world, while in Augmented Virtuality (AV) mixed reality environments, the goal is to integrate real objects into a predominantly virtual (computer generated) world. Apart from AR/AV classifications, mixed reality environments have also been classified by reality; output technology/display devices; immersiveness as well as by visibility of markers.

The approach adopted consists of presenting six existing classifications of mixed reality environments and then extending them to define new categories of abstract, blended, virtual augmented, active and smart markers. This is supported with results/examples taken from the joint Mixed Augmented and Virtual Reality Laboratory (MAVRLAB) of the Ulster University, Belfast, Northern Ireland; the Abdus Salam International Centre for Theoretical Physics (ICTP), Trieste, Italy and Santasco SrL, Regio Emilia/Milan, Italy.

Existing classification of markers and mixed reality environments are mainly binary in nature and do not adequately capture the contextual relationship between markers and their use and application. The reclassification of markers into abstract, blended and virtual categories captures the context for simple use and applications while the categories of augmented, active and smart markers captures the relationship for enhanced or more complex use of markers. The new classifications are capable of improving the definitions of existing simple marker and markerless mixed reality environments as well as supporting more complex features within mixed reality environments such as co-location of objects, advanced interactivity, personalised user experience.

It is thought that applications and devices in mixed reality environments when properly developed and deployed enhances the real environment by making invisible information visible to the user. The current work only marginally covers the use of internet of things (IoT) devices in mixed reality environments as well as potential implications for robot navigation systems and 3D modelling.

The use of these reclassifications enables researchers, developers and users of mixed reality environments to select and make informed decisions on best tools and environment for their respective application, while conveying information with additional clarity and accuracy. The development and application of more complex markers would contribute in no small measure to attaining greater advancements in extending current knowledge and developing applications to positively impact entertainment, business and health while minimizing costs and maximizing benefits.

The originality of this paper lies in the approach adopted in reclassifying markers. This is supported with results and work carried out at the MAV Reality Laboratory of Ulster University, Belfast–UK, the Abdus Salam International Centre for Theoretical Physics (ICTP), Trieste-Italy and Santasco SrL, Regio Emilia, Milan–Italy. The value of present research lies in the definitions of new categories as well as the discussions of how they improve mixed reality environments and application especially in the health and education sectors.

Virtual Reality (VR) refers to the computer generation of realistic three‐dimensional artificial worlds in which humans, typically equipped with head‐mounted 3D displays, interactive gloves and even whole‐body suits, can be ‘immersed’, and are free to explore and interact with graphical objects in real time, using such natural skills as looking from different angles, moving, pointing, grasping, listening and talking. The early history behind the emergence of VR is short and incredibly intense and characterized by a small group of familiar names. As one of the key figures, Myron Krueger has described it, ‘…Like particles in a fission reaction, personnel from one project disband and reappear with new affiliations’. That reaction continues today, with a reproduction of the American experience in Europe.

The rapid progress of information and communication technologies enables business creators to access a wide variety of tools. These tools facilitate electronic exchanges and interactions with customers and companies. The purpose of this study is to test and compare the effectiveness of two virtual reality technologies, the avatar and anthropomorphic virtual agents, on consumers’ psychological states and perceived realism.

An experimental survey was conducted to measure the potential superiority of the anthropomorphic virtual agent over the avatar and to identify the determining characteristics of the anthropomorphic virtual agent’s effectiveness. An experimental website was designed for the purpose of the study. A total of 1,262 internet users participated in the experiment.

Results confirm the superiority of the anthropomorphic virtual agent over the avatar in affecting consumers’ flow state, telepresence experience and perceived realism. These findings can be explained by the humanized characteristics of this type of agent (i.e. verbal and nonverbal language).

The originality of this research lies in the study of different forms of social interactivity. This latter has been little studied and essentially treated with a dichotomous perspective (presence/absence of a virtual agent). New trends in digital marketing challenge entrepreneurs to be proactive and to anticipate customers’ behavior on their online stores. That is why, virtual reality technologies, namely, anthropomorphic agents, can be considered as a relevant tool to engage in efficient inbound marketing strategies. Today, the development of intelligent technologies encourages entrepreneurs operating online to design more interactive, realistic and humanized virtual merchant environments that are more adapted to the realities of the new consumption trends and environment.

As immersive technologies gain wider adoption, contemporary service researchers are tasked with studying their service experiences in ways that preserve and attend to their holistic and human characteristics. The purpose of this paper is to provide service researchers with a new qualitative approach to studying immersive technologies.

Using logic and following established methodological rules, this article develops the scope, definition and set of procedures for a novel form of netnography specifically adapted for the study of immersive technologies: immersive netnography. The research question is “How might netnography be adapted to research service experiences in virtual and augmented environments, which include and overlap with the notion of a Metaverse?”

Immersive netnography should be at the vanguard of phenomenological service experience studies of augmented reality, virtual reality and the Metaverse. A set of data collection, analysis, ethical and representational research practices, immersive netnography is adapted to digital media phenomena (customer and employee) that include immersive technology experiences. Developed through logical argumentation after analyzing key differences between social media and immersive technology, immersive netnography is procedurally customized for experience research in immersive technology environments.

Three of the most significant practical limitations to producing high-quality netnography are rapidly changing contexts, scarce time resources and narrow researcher skillsets.

Industries and organizations may benefit from a new, holistically focused, ethically robust and culturally attuned market research method for understanding service experience in immersive technology contexts.

There have been no prior studies that develop netnography for the service research opportunities presented by immersive technologies. By applying the rigorous methodological guidance provided in this paper, future service researchers may find value in using specifically adapted qualitative research methods to study immersive technology experiences.

Virtual environments (VEs) are computer‐based, three‐dimensional virtual worlds where users create avatars and interact socially and competitively within the environment. Users spend millions of dollars every year consuming items for their avatars. Marketers have begun offering branded items in these communities with mixed results. The purpose of this paper is to examine motivational, usage, and demographic differences in VEs across two popular VE types: reality and fantasy‐based platforms.

A sample of 106 users of reality and fantasy based VEs was collected using an online survey methodology.

Results indicate that both reality and fantasy worlds are outlets for escapism and immersion. Reality VE users are more motivated to seek social relationships with other users and are more highly involved in the VE than fantasy users. Fantasy‐users are motivated by achievement and manipulation of others and are slightly more likely to be male, younger, and engage in the VE with members of their household.

Studies suggest that message congruency with the gaming context leads to better attitudes toward advertising in online games. This study suggests that tailoring communications for differences due to VE type may produce more favorable outcomes for marketers. Implications for product and branding strategy are suggested.

Little empirical work addresses successful marketing strategy in VEs, although hundreds of brands have entered these worlds. This research is the first to consider VE type and user motivation, usage, and demographics in the framing of marketing messages.