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Does VR Tourism Enhance Users’ Experience?

Author

Listed:
  • Won-jun Lee

    (Business Department, Cheongju University, Cheongju 28503, Korea)

  • Yong Hee Kim

    (Department of Tourism Management, Jeju National University, Jeju 63243, Korea)

Abstract

The importance of non-face-to-face tourism is growing due to the impact of COVID-19, and VR (virtual reality) is attracting attention as a solution to this need. This research investigates the antecedents of utilitarian and hedonic values based on the experience of VR tourism and identifies the relations between values and user visit intention. We performed an empirical study with data collected from 207 respondents from major VR online user communities. The results of the research show the antecedents of utilitarian value to be information access, flow, and interactivity; whereas the antecedents of hedonic value are flow, interactivity, and telepresence. Utilitarian and hedonic values both positively affect user visit intention. The results also show group differences in the relationship between research variables according to the personal degree of extraversion. These results provide key understandings to enable the adoption of the VR technology in tourism.

Suggested Citation

  • Won-jun Lee & Yong Hee Kim, 2021. "Does VR Tourism Enhance Users’ Experience?," Sustainability, MDPI, vol. 13(2), pages 1-15, January.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:2:p:806-:d:480957
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    References listed on IDEAS

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    Cited by:

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    2. Junwei Chen & Xiaohong Wu & Ivan Ka Wai Lai, 2023. "A Systematic Literature Review of Virtual Technology in Hospitality and Tourism (2013–2022)," SAGE Open, , vol. 13(3), pages 21582440231, August.
    3. Valentina Ndou & Gioconda Mele & Eglantina Hysa & Otilia Manta, 2022. "Exploiting Technology to Deal with the COVID-19 Challenges in Travel & Tourism: A Bibliometric Analysis," Sustainability, MDPI, vol. 14(10), pages 1-25, May.
    4. Maksim Godovykh & Carissa Baker & Alan Fyall, 2022. "VR in Tourism: A New Call for Virtual Tourism Experience amid and after the COVID-19 Pandemic," Tourism and Hospitality, MDPI, vol. 3(1), pages 1-11, February.
    5. Lili Geng & Yufei Li & Yongji Xue, 2022. "Will the Interest Triggered by Virtual Reality (VR) Turn into Intention to Travel (VR vs. Corporeal)? The Moderating Effects of Customer Segmentation," Sustainability, MDPI, vol. 14(12), pages 1-20, June.
    6. Jeff Baker & Kichan Nam & Christopher S. Dutt, 2023. "A user experience perspective on heritage tourism in the metaverse: Empirical evidence and design dilemmas for VR," Information Technology & Tourism, Springer, vol. 25(3), pages 265-306, September.
    7. Chunyu Jiang & Seuk Wai Phoong, 2023. "A ten-year review analysis of the impact of digitization on tourism development (2012–2022)," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-16, December.
    8. María Graciela Badilla-Quintana & Francisco Javier Sandoval-Henríquez, 2021. "Students’ Immersive Experience in Initial Teacher Training in a Virtual World to Promote Sustainable Education: Interactivity, Presence, and Flow," Sustainability, MDPI, vol. 13(22), pages 1-15, November.
    9. Maela Madel L. Cahigas & Yogi Tri Prasetyo & James Alexander & Putu Lauterina Sutapa & Shannen Wiratama & Vincent Arvin & Reny Nadlifatin & Satria Fadil Persada, 2022. "Factors Affecting Visiting Behavior to Bali during the COVID-19 Pandemic: An Extended Theory of Planned Behavior Approach," Sustainability, MDPI, vol. 14(16), pages 1-18, August.
    10. Dong-Shang Chang & Wei-De Wu, 2021. "Impact of the COVID-19 Pandemic on the Tourism Industry: Applying TRIZ and DEMATEL to Construct a Decision-Making Model," Sustainability, MDPI, vol. 13(14), pages 1-28, July.

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