The Influence of VR Tourism’s Perceived Benefits on Value Experience and Intention to Visit: The Moderation Effect of Involvement

Abstract

Purpose - The current study focuses on the effects of different degrees of attention to information provided by VR tourism. The purpose of this study was to explore the impact of VR tourism on potential tourists’ intention to visit, and provided an analysis of how information about a tourist destination moderates VR users’ perceived value and intention to visit. Design/Methodology/Approach - The study uses the SPSS 26.0 and AMOS 26.0 statistical packages to analyze a sample of 328 respondents are analyzed using structural equation modeling. Findings - The results suggest that usefulness, ease of use, enjoyment, interactions among the perceived benefits of VR tourism has a positive effect on perceived value except for Presence. Perceived value is positively correlated with intention to visit intention. Perception of value experience has a significant positive impact on the intention to visit a tourist destination. However, while the overall intention to visit is higher with high involvement, increasing experience with tourism has little influence on the intention to visit. Research Implications - The study found that the perceived value of the VR experience has a direct and significant positive impact on the intention to visit, such that a good perception of value in the experience is a driving factor in users’ visit a tourism destination. The implications of this study for future research are discussed.