IDEAS home Printed from https://ideas.repec.org/a/gam/jtourh/v3y2022i1p21-329d776133.html
   My bibliography  Save this article

The Effects of a Virtual Reality Tourism Experience on Tourist’s Cultural Dissemination Behavior

Author

Listed:
  • Yanfang Zeng

    (College of Tourism, Fujian Normal University, Fuzhou 350117, China
    The Higher Educational Key Laboratory for Smart Tourism of Fujian Province, Fuzhou 350117, China)

  • Lihua Liu

    (School of Economics and Management, Fujian Polytechnic Normal University, Fuqing 350300, China)

  • Rui Xu

    (College of Computer Science and Mathematics, Fujian University of Technology, Fuzhou 350118, China)

Abstract

Virtual reality technology has been widely applied in the tourism industry, but the literature examining the relationship between the virtual tourism experience and cultural dissemination behavior is limited. This present study examines how a virtual reality tourism experience could stimulate tourists’ cultural dissemination behavior intention. It does so by developing a moderated mediation model to explore how virtual reality tourism uses digital technology to improve tourists’ experiential value, enhances their pride, and then affects their cultural dissemination behavior intentions. Results derived from a sample of 359 respondents show that VR experiential value can stimulate tourists’ cultural dissemination behavior and that the link between VR experiential value and tourists’ cultural dissemination behavior is mediated by pride. Furthermore, the cultural value of individual collectivism moderates the relationship between VR experiential value and pride. This study extends the theoretical understanding of virtual reality tourism from the emotional perspective and also has practical implications for VR design and destination marketing.

Suggested Citation

  • Yanfang Zeng & Lihua Liu & Rui Xu, 2022. "The Effects of a Virtual Reality Tourism Experience on Tourist’s Cultural Dissemination Behavior," Tourism and Hospitality, MDPI, vol. 3(1), pages 1-16, March.
    • Handle: RePEc:gam:jtourh:v:3:y:2022:i:1:p:21-329:d:776133
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2673-5768/3/1/21/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2673-5768/3/1/21/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Guttentag, Daniel A., 2010. "Virtual reality: Applications and implications for tourism," Tourism Management, Elsevier, vol. 31(5), pages 637-651.
    2. Cho, Yoon-Na & Thyroff, Anastasia & Rapert, Molly I. & Park, Seong-Yeon & Lee, Hyun Ju, 2013. "To be or not to be green: Exploring individualism and collectivism as antecedents of environmental behavior," Journal of Business Research, Elsevier, vol. 66(8), pages 1052-1059.
    3. Yunyao Zhang & Keun-Soo Park & HakJun Song, 2021. "Tourists’ Motivation, Place Attachment, Satisfaction and Support Behavior for Festivals in the Migrant Region of China," Sustainability, MDPI, vol. 13(9), pages 1-15, May.
    4. Yu Li & HakJun Song & Rui Guo, 2021. "A Study on the Causal Process of Virtual Reality Tourism and Its Attributes in Terms of Their Effects on Subjective Well-Being during COVID-19," IJERPH, MDPI, vol. 18(3), pages 1-16, January.
    5. Deng, Xiaoyan & Unnava, H. Rao & Lee, Hyojin, 2019. "“Too true to be good?” when virtual reality decreases interest in actual reality," Journal of Business Research, Elsevier, vol. 100(C), pages 561-570.
    6. Zhang, Carol X. & Xiao, Honggen & Morgan, Nigel & Ly, Tuan Phong, 2018. "Politics of memories: Identity construction in museums," Annals of Tourism Research, Elsevier, vol. 73(C), pages 116-130.
    7. Cynthia (Huiying) Hou & Donglin Han & Wu Hao & Joseph Lai, 2021. "Modelling Tourists’ Acceptance of Hotel Experience-Enhancement Smart Technologies," ERES eres2021_213, European Real Estate Society (ERES).
    8. Deighton, John & Grayson, Kent, 1995. "Marketing and Seduction: Building Exchange Relationships by Managing Social Consensus," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(4), pages 660-676, March.
    9. Donglin Han & Huiying (Cynthia) Hou & Hao Wu & Joseph H. K. Lai, 2021. "Modelling Tourists’ Acceptance of Hotel Experience-Enhancement Smart Technologies," Sustainability, MDPI, vol. 13(8), pages 1-19, April.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kim, Gwia & Jin, Byoungho & Shin, Daeun Chloe, 2022. "Virtual reality as a promotion tool for small independent stores," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    2. Shuxian Li & Shan Jiang, 2023. "The Technology Acceptance on AR Memorable Tourism Experience—The Empirical Evidence from China," Sustainability, MDPI, vol. 15(18), pages 1-19, September.
    3. Talwar, Shalini & Kaur, Puneet & Escobar, Octavio & Lan, Sai, 2022. "Virtual reality tourism to satisfy wanderlust without wandering: An unconventional innovation to promote sustainability," Journal of Business Research, Elsevier, vol. 152(C), pages 128-143.
    4. Iwowari Beatrice Dute, 2020. "The Influence of Cross-Cultural Language and Background on Climate Change Perception – An Empirical Investigation," International Journal of Research and Scientific Innovation, International Journal of Research and Scientific Innovation (IJRSI), vol. 7(9), pages 50-55, September.
    5. Russell Belk, 2020. "Resurrecting marketing," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 168-171, December.
    6. Rickly, Jillian M., 2022. "A review of authenticity research in tourism: Launching the Annals of Tourism Research Curated Collection on authenticity," Annals of Tourism Research, Elsevier, vol. 92(C).
    7. Hafizah Rosli & Norfadilah Kamaruddin, 2020. "Visitor Experience’s on Digital Media Technology for the Museum Exhibition in Malaysia: A Preliminary Findings," International Journal of Research and Scientific Innovation, International Journal of Research and Scientific Innovation (IJRSI), vol. 7(2), pages 245-248, February.
    8. Niek Hensen & Debbie I. Keeling & Ko Ruyter & Martin Wetzels & Ad Jong, 2016. "Making SENS: exploring the antecedents and impact of store environmental stewardship climate," Journal of the Academy of Marketing Science, Springer, vol. 44(4), pages 497-515, July.
    9. Paolo Mura & Rokhshad Tavakoli & Saeed Pahlevan Sharif, 2017. "‘Authentic but not too much’: exploring perceptions of authenticity of virtual tourism," Information Technology & Tourism, Springer, vol. 17(2), pages 145-159, June.
    10. Liobikienė, Genovaitė & Mandravickaitė, Justina & Bernatonienė, Jurga, 2016. "Theory of planned behavior approach to understand the green purchasing behavior in the EU: A cross-cultural study," Ecological Economics, Elsevier, vol. 125(C), pages 38-46.
    11. Afzaal Ali & Guo Xiaoling & Adnan Ali & Mehkar Sherwani & Farhan Muhammad Muneeb, 2019. "Customer motivations for sustainable consumption: Investigating the drivers of purchase behavior for a green‐luxury car," Business Strategy and the Environment, Wiley Blackwell, vol. 28(5), pages 833-846, July.
    12. repec:oup:jconrs:v:49:y:2023:i:5:p:904-925. is not listed on IDEAS
    13. Xi, Nannan & Hamari, Juho, 2021. "Shopping in virtual reality: A literature review and future agenda," Journal of Business Research, Elsevier, vol. 134(C), pages 37-58.
    14. Kostyk, Alena & Sheng, Jie, 2023. "VR in customer-centered marketing: Purpose-driven design," Business Horizons, Elsevier, vol. 66(2), pages 225-236.
    15. Ye Sang & Eunkyoung Han, 2023. "A win‐win way for corporate and stakeholders to achieve sustainable development: Corporate social responsibility value co‐creation scale development and validation," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(3), pages 1177-1190, May.
    16. Zeng, Guojun & Cao, Xinning & Lin, Zhibin & Xiao, Sarah H., 2020. "When online reviews meet virtual reality: Effects on consumer hotel booking," Annals of Tourism Research, Elsevier, vol. 81(C).
    17. Yao Song & Zhenzhen Qin & Zihao Qin, 2020. "Green Marketing to Gen Z Consumers in China: Examining the Mediating Factors of an Eco-Label–Informed Purchase," SAGE Open, , vol. 10(4), pages 21582440209, October.
    18. Hong Wang & Baolong Ma & Rubing Bai, 2019. "How Does Green Product Knowledge Effectively Promote Green Purchase Intention?," Sustainability, MDPI, vol. 11(4), pages 1-13, February.
    19. Schiopu, Andreea Fortuna & Hornoiu, Remus Ion & Padurean, Ana Mihaela & Nica, Ana-Maria, 2022. "Constrained and virtually traveling? Exploring the effect of travel constraints on intention to use virtual reality in tourism," Technology in Society, Elsevier, vol. 71(C).
    20. Luyi Qiu & Aro I & Timothy J. Lee & Jinok Susanna Kim, 2021. "How Sustainable Social Media Advertising Affect Visitors’ Decision to Attend a Festival Event?," Sustainability, MDPI, vol. 13(17), pages 1-16, August.
    21. Hoshiar Mal & Nagendra Singh Nehra, 2023. "The Impact of IoT Characteristics, Cultural Factors and Safety Concerns on Consumer Purchase Intention of Green Electronic Products," Sustainability, MDPI, vol. 15(8), pages 1-12, April.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jtourh:v:3:y:2022:i:1:p:21-329:d:776133. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.