2018/12/26 by Myung Ja Kim, Choong-Ki Lee, Choong‐Ki Lee +1 · 14 citations
Computer Science · Social Sciences · Business, Management and Accounting · #Virtual Reality Applications and Impacts #Digital Marketing and Social Media #Customer Service Quality and Loyalty
paper · doi:10.1177/0047287518818915
Although virtual reality (VR) is an emerging technology in tourism, little research has been conducted on what factors make consumers visit destinations presented by VR. To address this gap in the literature, this study developed a theoretical framework including authentic experience, cognitive and affective responses, attachment, and visit intention with VR tourism using a stimulus-organism-response (SOR) theory. The results revealed significant impacts of authentic experience on cognitive and affective responses, indicating that authentic experience is an important factor in VR tourism. The study identified cognitive and affective responses as significant mediators in predicting attachment and visit intention. The results demonstrated that the intention to visit places shown in VR tourism was influenced by attachment to VR. Cognitive response had a stronger influence than affective response on the intention to visit a destination in VR. This study sheds light on why potential tourists visit destinations shown in VR.