Does Virtual Reality Trigger Visits and Booking Holiday Travel Packages?

IF 3.4 4区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Cornell Hospitality Quarterly Pub Date : 2022-06-17 DOI:10.1177/19389655221102386

E. Bigné, P. Maturana

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引用次数: 3

Abstract

Although virtual reality technology is increasingly being used in tourism, its potential as a shopping tool and as an avenue for marketing and selling tourism products and services has not yet been examined. Likewise, very little is known about how exploring holiday packages through virtual reality affects behavioral intention to visit tourist destinations. This study aims to compare the visit intentions evoked and the process of booking holiday travel packages between an immersive virtual reality environment (displayed through Oculus head-mounted glasses) and a traditional web-based 2D platform. A causal model is proposed and tested for both designs. Using a between-subjects experimental design with a sample of 202 individuals, the experiences of two randomly selected groups were observed as they bought holiday tour packages to Rio de Janeiro, Brazil. The first group made a simulated purchase in an immersive virtual reality environment using a head-mounted device, and the second group made the purchase on a traditional e-commerce website. The findings revealed that the scores given to sense of presence, attitude change, and perceived ease of use were greater among those who made the purchase in the more immersive virtual reality environment. However, the relationships between the variables in the causal model were stronger for the classic website than for the virtual reality setting. Attitude change positively affected intention to visit a destination more in the virtual reality environment.

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虚拟现实是否触发访问和预订假日旅行套餐？

尽管虚拟现实技术越来越多地被用于旅游业，但其作为购物工具以及营销和销售旅游产品和服务的途径的潜力尚未得到研究。同样，人们对通过虚拟现实探索度假套餐如何影响旅游目的地的行为意图知之甚少。本研究旨在比较沉浸式虚拟现实环境（通过Oculus头戴眼镜显示）和传统的基于网络的2D平台之间唤起的访问意图和预订度假旅行包的过程。提出了一个因果模型，并对这两种设计进行了测试。采用受试者之间的实验设计，以202人为样本，观察了两个随机选择的团体在购买前往巴西里约热内卢的度假旅行包时的经历。第一组使用头戴式设备在沉浸式虚拟现实环境中进行模拟购买，第二组在传统电子商务网站上进行购买。研究结果显示，在更具沉浸感的虚拟现实环境中购买的人在存在感、态度变化和易用性方面的得分更高。然而，因果模型中的变量之间的关系在经典网站中比在虚拟现实环境中更强。在虚拟现实环境中，态度变化对访问目的地的意愿有更大的正向影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Cornell Hospitality Quarterly Multiple-

CiteScore

8.50

自引率

2.90%

发文量

期刊介绍： Cornell Hospitality Quarterly (CQ) publishes research in all business disciplines that contribute to management practice in the hospitality and tourism industries. Like the hospitality industry itself, the editorial content of CQ is broad, including topics in strategic management, consumer behavior, marketing, financial management, real-estate, accounting, operations management, planning and design, human resources management, applied economics, information technology, international development, communications, travel and tourism, and more general management. The audience is academics, hospitality managers, developers, consultants, investors, and students.