Authenticity matters: investigating virtual tours’ impact on curiosity and museum visit intentions

IF 3.8 4区管理学 Q2 BUSINESS

Journal of Services Marketing Pub Date : 2024-08-27 DOI:10.1108/jsm-09-2023-0343

Gaukhar Chekembayeva, Marion Garaus

{"title":"Authenticity matters: investigating virtual tours’ impact on curiosity and museum visit intentions","authors":"Gaukhar Chekembayeva, Marion Garaus","doi":"10.1108/jsm-09-2023-0343","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>This study aims to investigate the impact of virtual museum tours on intentions to visit on-site museums. Furthermore, the role of an authentic virtual tour experience and its drivers is examined.</p>\n<h3>Design/methodology/approach</h3>\n<p>The results of two studies, a field study in collaboration with one of the most renowned museums in Austria (<em>n</em> = 227) and an online survey (<em>n</em> = 153), were analyzed with a series of mediation models.</p>\n<h3>Findings</h3>\n<p>Visual appeal and narrative quality were significant drivers of an authentic virtual tour experience. Curiosity mediated the positive effect of virtual tour usage intention on on-site museum visit intention.</p>\n<h3>Originality/value</h3>\n<p>Although virtual reality has been considered a promising marketing tool in tourism, no research has explored the drivers of an authentic virtual tour experience. The findings of this study not only add new insights into the role of a virtual tour’s visual appeal and narrative quality in generating authentic experience and thus prompting virtual tour usage intentions but also demonstrate that virtual tours positively impact on-site visit intentions driven by curiosity.</p>","PeriodicalId":48294,"journal":{"name":"Journal of Services Marketing","volume":null,"pages":null},"PeriodicalIF":3.8000,"publicationDate":"2024-08-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Services Marketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/jsm-09-2023-0343","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}

引用次数: 0

Abstract

Purpose

This study aims to investigate the impact of virtual museum tours on intentions to visit on-site museums. Furthermore, the role of an authentic virtual tour experience and its drivers is examined.

Design/methodology/approach

The results of two studies, a field study in collaboration with one of the most renowned museums in Austria (n = 227) and an online survey (n = 153), were analyzed with a series of mediation models.

Findings

Visual appeal and narrative quality were significant drivers of an authentic virtual tour experience. Curiosity mediated the positive effect of virtual tour usage intention on on-site museum visit intention.

Originality/value

Although virtual reality has been considered a promising marketing tool in tourism, no research has explored the drivers of an authentic virtual tour experience. The findings of this study not only add new insights into the role of a virtual tour’s visual appeal and narrative quality in generating authentic experience and thus prompting virtual tour usage intentions but also demonstrate that virtual tours positively impact on-site visit intentions driven by curiosity.

查看原文本刊更多论文

真实性很重要：调查虚拟导览对好奇心和博物馆参观意愿的影响

目的本研究旨在调查虚拟博物馆导览对参观现场博物馆的意愿的影响。研究结果视觉吸引力和叙事质量是真实虚拟游览体验的重要驱动因素，而好奇心则是虚拟游览使用意向对现场博物馆参观意向的积极影响的中介。好奇心对虚拟游览使用意向对现场博物馆参观意向的积极影响起到了中介作用。原创性/价值虽然虚拟现实一直被认为是旅游业中前景广阔的营销工具，但还没有研究探讨过真实虚拟游览体验的驱动因素。本研究的结果不仅为虚拟游览的视觉吸引力和叙事质量在产生真实体验从而激发虚拟游览使用意向方面的作用提供了新的见解，而且还证明了虚拟游览在好奇心的驱动下对现场参观意向产生了积极影响。

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 Services Marketing BUSINESS-

CiteScore

7.80

自引率

20.50%

发文量

期刊介绍： ■Customer policy and service ■Marketing of services ■Marketing planning ■Service marketing abroad ■Service quality Capturing and retaining customers in a service industry is a vastly different activity to its product-based counterpart. The fickle nature of today"s consumer is a vital factor in understanding the factors which determine successful holding of market share - and the intense competition within the sector means practitioners must keep pace with new developments if they are to outwit competitors and develop customer loyalty.