Affordance, digital media literacy, and emotions in virtual cultural heritage tourism experiences

IF 4.5 3区管理学 Q1 BUSINESS

Journal of Vacation Marketing Pub Date : 2024-05-21 DOI:10.1177/13567667241255383

Jiho Lee, Timothy Jung, M. T. tom Dieck, Alba García-Milon, Chang-Sik Kim

{"title":"Affordance, digital media literacy, and emotions in virtual cultural heritage tourism experiences","authors":"Jiho Lee, Timothy Jung, M. T. tom Dieck, Alba García-Milon, Chang-Sik Kim","doi":"10.1177/13567667241255383","DOIUrl":null,"url":null,"abstract":"This study aims to investigate the effect of both the affordance of virtual reality (VR) technology and users’ digital media literacy on users’ emotions, which leads to recommendations to use VR experiences in cultural heritage tourism. A survey was conducted at a realistic VR studio in Gyeongju World Culture Expo Park, South Korea using high-quality and sophisticated VR content that accurately reflects users’ physical movements in real-time rendering. A total of 157 visitors participated in the study, and the measurement model and structural model were analysed using partial least square-structural equation modelling (PLS-SEM). The findings show that the cognitive, physical, sensory, and functional affordance of VR devices, as well as user digital media literacy, had a significant effect on the visitors’ positive emotional experiences. In addition, visitors’ positive emotions had a significant effect on the recommendation intention. This empirical result shows that digital media literacy is a new major variable that affects the virtual experience of cultural heritage sites.","PeriodicalId":47859,"journal":{"name":"Journal of Vacation Marketing","volume":null,"pages":null},"PeriodicalIF":4.5000,"publicationDate":"2024-05-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Vacation Marketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1177/13567667241255383","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}

引用次数: 0

Abstract

This study aims to investigate the effect of both the affordance of virtual reality (VR) technology and users’ digital media literacy on users’ emotions, which leads to recommendations to use VR experiences in cultural heritage tourism. A survey was conducted at a realistic VR studio in Gyeongju World Culture Expo Park, South Korea using high-quality and sophisticated VR content that accurately reflects users’ physical movements in real-time rendering. A total of 157 visitors participated in the study, and the measurement model and structural model were analysed using partial least square-structural equation modelling (PLS-SEM). The findings show that the cognitive, physical, sensory, and functional affordance of VR devices, as well as user digital media literacy, had a significant effect on the visitors’ positive emotional experiences. In addition, visitors’ positive emotions had a significant effect on the recommendation intention. This empirical result shows that digital media literacy is a new major variable that affects the virtual experience of cultural heritage sites.

查看原文本刊更多论文

虚拟文化遗产旅游体验中的亲和力、数字媒体素养和情感

本研究旨在调查虚拟现实（VR）技术的可负担性和用户的数字媒体素养对用户情感的影响，从而提出在文化遗产旅游中使用 VR 体验的建议。调查是在韩国庆州世界文化博览公园的一个逼真的 VR 工作室进行的，使用的是高质量和复杂的 VR 内容，能在实时渲染中准确反映用户的身体动作。共有 157 名游客参与了研究，并使用偏最小二乘法-结构方程模型（PLS-SEM）对测量模型和结构模型进行了分析。研究结果表明，VR 设备的认知、物理、感官和功能承受能力以及用户的数字媒体素养对游客的积极情绪体验有显著影响。此外，游客的积极情绪对推荐意向也有显著影响。这一实证结果表明，数字媒体素养是影响文化遗址虚拟体验的一个新的主要变量。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Journal of Vacation Marketing Multiple-

CiteScore

9.70

自引率

15.70%

发文量

期刊介绍： Journal of Vacation Marketing is a fully peer reviewed international journal that publishes original research and review articles on topics relating to the marketing of destinations and businesses/organisations involved in the wider tourism, hospitality and events industries. Its objective is to provide a forum for the publication of refereed academic papers and reviewed practitioner papers which are of direct relevance to industry, while meeting the highest standards of intellectual rigour.