Will virtual reality be a double-edged sword? Exploring the moderation effects of the expected enjoyment of a destination on travel intention
By Tao Li, Y. Chen. Journal of Destination Marketing & Management, 2019
190 citations recorded by the source corpus.
Abstract Although virtual reality (VR) has been found to be more effective in tourism marketing compared to traditional methods, few scholars have explored whether VR has any negative effect on tourism marketing. Based on extrinsic and intrinsic motivation theory, tourists' perceptions of a VR device and VR content are distinguished to explore whether VR could be a double-edged sword. Using a scenario-based questionnaire survey and an experiment, the study found that perceived enjoyment of VR mediates the positive effects of tourists' perceived ease of use and the usefulness of VR on their travel intention. However, the positive relationship is moderated by tourists' expected enjoyment of the destination. When the expected enjoyment of destination is low, higher perceived enjoyment of VR actually leads to lower travel intention. The findings of this study provide evidence that VR will inhibit tourists’ travel intention under certain conditions and offer a new perspective for technology-related tourism studies.
Subfields: Sociology and Political Science, Human-Computer Interaction
View Paper: https://www.semanticscholar.org/paper/ab93c2a98418fce20afb04ca09a49c0daebba210
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In Sociology and Political Science
In Human-Computer Interaction
Citations in the corpus
- Examining Tourism Consumers’ Attitudes and the Role of Sensory Information in Virtual Reality Experiences of a Tourist Destination (2021, background): “…tourism services (see Bogicevic et al. 2019; Wei, Qi, and Zhang 2019; Griffin et al. 2017; Jung et al. 2018; Jung et al. 2016; Rainoldi et al. 2018; Li and Chen 2019; Tussyadiah et al. 2018; Zeng et al. 2020; M. J. Kim and Hall 2019), the current body of research has limited understanding on the…”