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Analysis of users’ heart rate data and self-reported perceptions to understand effective virtual reality characteristics

Author

Listed:
  • Elena Marchiori

    (Università della Svizzera italiana)

  • Evangelos Niforatos

    (Università della Svizzera italiana)

  • Luca Preto

    (Ticino Tourism)

Abstract

Designing engaging virtual-reality (VR) experiences to promote a tourist destination is a challenge for destination managers. There is still limited research on which VR characteristics (i.e., format, field of view, presence of animated elements, presence of sound effects, and perceived realness/vividness) have greater impacts on memory recall (i.e., what a person remembers from the VR experience) and favorable behaviors (i.e., intent to visit, repeat the experience, recommend the product, and engage in word-of-mouth advertising). Thus, to investigate such aspects, this study discusses a protocol that includes the use of heart rate (HR), a specific biophysical data, and self-reported perceptions of users exposed to a VR experience. A case study of a VR experience developed by Ticino Tourism, a regional Swiss Destination Management Organization, to promote a destination was conducted, including the participation of 23 users in pre- and post-experiments that tracked their HR data. The findings show that specific characteristics of the VR experience, such as presenting an unusual viewpoint to the user and incorporating animated elements, hold potential in encouraging the formation of strong memories.

Suggested Citation

  • Elena Marchiori & Evangelos Niforatos & Luca Preto, 2018. "Analysis of users’ heart rate data and self-reported perceptions to understand effective virtual reality characteristics," Information Technology & Tourism, Springer, vol. 18(1), pages 133-155, April.
    • Handle: RePEc:spr:infott:v:18:y:2018:i:1:d:10.1007_s40558-018-0104-0
    DOI: 10.1007/s40558-018-0104-0
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    References listed on IDEAS

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    1. Guttentag, Daniel A., 2010. "Virtual reality: Applications and implications for tourism," Tourism Management, Elsevier, vol. 31(5), pages 637-651.
    2. van Noort, Guda & Voorveld, Hilde A.M. & van Reijmersdal, Eva A., 2012. "Interactivity in Brand Web Sites: Cognitive, Affective, and Behavioral Responses Explained by Consumers' Online Flow Experience," Journal of Interactive Marketing, Elsevier, vol. 26(4), pages 223-234.
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    Cited by:

    1. 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.
    2. Joe Baldwin & Claire Haven-Tang & Steve Gill & Nigel Morgan & Annette Pritchard, 2021. "Using the Perceptual Experience Laboratory (PEL) to simulate tourism environments for hedonic wellbeing," Information Technology & Tourism, Springer, vol. 23(1), pages 45-67, March.
    3. Iva Georgieva & Georgi V. Georgiev, 2019. "Reconstructing Personal Stories in Virtual Reality as a Mechanism to Recover the Self," IJERPH, MDPI, vol. 17(1), pages 1-25, December.
    4. Ali Yuce & Huseyin Arasli & Ali Ozturen & Mustafa Daskin, 2020. "Feeling the Service Product Closer: Triggering Visit Intention via Virtual Reality," Sustainability, MDPI, vol. 12(16), pages 1-17, August.
    5. Eko Harry Pratisto & Nik Thompson & Vidyasagar Potdar, 2022. "Immersive technologies for tourism: a systematic review," Information Technology & Tourism, Springer, vol. 24(2), pages 181-219, June.
    6. Joe Baldwin & Claire Haven-Tang & Steve Gill & Nigel Morgan & Annette Pritchard, 0. "Using the Perceptual Experience Laboratory (PEL) to simulate tourism environments for hedonic wellbeing," Information Technology & Tourism, Springer, vol. 0, pages 1-23.
    7. Xiaohong Wu & Ivan Ka Wai Lai, 2022. "The use of 360-degree virtual tours to promote mountain walking tourism: stimulus–organism–response model," Information Technology & Tourism, Springer, vol. 24(1), pages 85-107, March.

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