Title of Paper

Quality of Virtual Reality and Its Impacts on Behavioral Intention

Author Bios (50 Words)

Minwoo Lee is an Assistant Professor in the Conrad N. Hilton College of Hotel and Restaurant Management at the University of Houston, USA. His research and teaching interests include business analytics, organizational and individual impact of information and communications technology, and social media marketing in the hospitality and tourism industry.

Seonjeong (Ally) Lee is an Assistant Professor in the College of Education, Health, and Human Services at Kent State University. Her research interests are consumer well-being, consumer experience, and persuasion strategies in the service industry context. She is an active researcher and her work appears in such journals as Tourism Management, International Journal of Hospitality Management, and Cornell Hospitality Quarterly.

Miyoung Jeong is a professor in the School of Hotel, Restaurant, & Tourism Management at the University of South Carolina. Her areas of research interests include social media, sharing economy, users’ behaviors of digital technology, and online reviews. Her research work has been published in top-tier hospitality, tourism and general business journals.

Haemoon Oh is Educational Foundation Distinguished Professor and Dean of the College of Hospitality, Retail, and Sport Management at the University of South Carolina (USC). He is a distinguished, influential scholar in his field. He has published extensively books, book chapters, and refereed articles in the discipline’s top-tiered journals and general business journals. His research centers around customer satisfaction, hospitality service experience, value judgments, and research methods.

Abstract (150 Words)

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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Abstract

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Quality of Virtual Reality and Its Impacts on Behavioral Intention

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.