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The current study aims to investigate hotel guests’ intention to use virtual reality (VR) and willingness to pay more for hotels that have VR applications (e.g. virtual room tour) when booking a hotel.Design/methodology/approachThrough a theoretical lens of stimuli–organism–response (S-O-R), relationships among an individual’s performance expectancy, effort expectancy, social influence, utilitarian motivation, hedonic motivation, perceived value, intention to use VR and willingness to pay more for VR were tested using partial least square-structural equation modeling.FindingsPerformance expectancy, social influence, utilitarian motivation and hedonic motivation affect the perceived value of VR. An individual’s perceived value of VR affects his/her intention to use VR and willingness to pay more for a hotel that has VR contents (e.g. virtual room tour) available during the hotel booking process.Originality/valueThrough the S-O-R framework, this study provided insights into hotel guests’ intention to use VR and explored how their intentions lead to their willingness to pay more for a hotel if VR is available during the reservation or hotel selection process.
Journal of Hospitality and Tourism Technology – Emerald Publishing
Published: Aug 5, 2021
Keywords: PLS-SEM; Virtual reality; S-O-R; Willingness to pay more; Hotel VR application; 本论文基于S-O-R理论模型; 对酒店客人使用VR的行为意图; 和探索其愿意预定提供VR应用的酒店房间; 提供有价值的见解。
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