Is virtual reality technology an effective tool for tourism destination marketing? A flow perspective

IF 5.3 3区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Journal of Hospitality and Tourism Technology Pub Date : 2022-01-31 DOI:10.1108/jhtt-03-2021-0076

H. Chang, Chin Chung Chiang

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引用次数: 4

Abstract

Purpose This study aims to investigate the effect of virtual reality (VR) as a communication tool for advertising on tourism destination image and the changes in destination attitude, clarifying how flow experience affects destination image, and examining how destination image mediates the effect of flow experience on attitude changes. Design/methodology/approach A survey was administered to collect data from 342 study participants who watched a tourism destination marketing video through HTC VR vive gear. A research model tested data collected from participants using confirmatory factor analysis and structural equation modeling by using partial least squares structural equation modeling software. Findings The results found that two factors (friendliness and telepresence) of flow experience in VR can positively affect destination image. Destination image has a significant indirect effect on how flow experience influences attitude change. Originality/value As tourism destinations are faced with strategic decisions about investment in different VR platforms or some other technologies, understanding how individuals respond to various VR stimuli is of practical importance. Therefore, this study’s findings provide valuable information for tourism industry practitioners.

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虚拟现实技术是旅游目的地营销的有效工具吗？流动视角

目的本研究旨在研究虚拟现实（VR）作为广告传播工具对旅游目的地形象和目的地态度变化的影响，阐明流动体验如何影响目的地形象，并考察目的地形象如何中介流动体验对态度变化的影响。设计/方法/方法进行了一项调查，收集了342名通过HTC VR vive设备观看旅游目的地营销视频的研究参与者的数据。一个研究模型使用验证性因素分析和偏最小二乘结构方程建模软件对参与者收集的数据进行了测试。结果发现，虚拟现实中流量体验的两个因素（友好性和临场感）对目的地形象有正向影响。目的地形象对流动体验如何影响态度变化具有显著的间接影响。创意/价值当旅游目的地面临投资不同VR平台或其他一些技术的战略决策时，了解个人对各种VR刺激的反应具有实际意义。因此，本研究的发现为旅游业从业者提供了有价值的信息。

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来源期刊

Journal of Hospitality and Tourism Technology HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

8.40

自引率

12.80%

发文量

期刊介绍： The Journal of Hospitality and Tourism Technology is the only journal dedicated solely for research in technology and e-business in tourism and hospitality. It is a bridge between academia and industry through the intellectual exchange of ideas, trends and paradigmatic changes in the fields of hospitality, IT and e-business. It covers: -E-Marketplaces, electronic distribution channels, or e-Intermediaries -Internet or e-commerce business models -Self service technologies -E-Procurement -Social dynamics of e-communication -Relationship Development and Retention -E-governance -Security of transactions -Mobile/Wireless technologies in commerce -IT control and preparation for disaster -Virtual reality applications -Word of Mouth. -Cross-Cultural differences in IT use -GPS and Location-based services -Biometric applications -Business intelligence visualization -Radio Frequency Identification applications -Service-Oriented Architecture of business systems -Technology in New Product Development