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Quality of Virtual Reality and Its Impacts on Behavioral Intention

Abstract
Virtual reality (VR) has been one of key emerging technologies in the tourism industry. As VR provides vivid and real-world opportunities for customers to experience a destination prior to their trip, researchers have paid special attention to understand customers’ psychological behaviors toward VR as a tool for planning their upcoming travels. To identify the importance of VR attributes and customers’ behaviors in the context of tourism consumption, this study assessed factors that affected customers’ positive attitude and telepresence through the VR activities, which leads to their behavioral intention, by adopting the DeLone and McLean’s information systems success model. Results identified significant effects of customers’ VR experience on their telepresence and attitude. VR attributes (content and system quality and vividness) had a positive relationship with telepresence and attitude toward the VR. Customers’ positive attitude toward the VR and telepresence showed positive effects on their behavioral intention to visit the destination.
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