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The role of virtual reality interactivity in building tourists’ memorable experiences and post-adoption intentions in the COVID-19 era

The role of virtual reality interactivity in building tourists’ memorable experiences and... This study aims to examine the impact of virtual reality (VR) interactivity elements, including synchronicity, two-way communication and active control, on tourists’ VR memorable experiences, and the subsequent effect on tourists’ word-of-mouth (WOM) and VR continuance intention.Design/methodology/approachThe research model was tested using self-administrated survey data from 285 Chinese tourists who were experienced in travel and VR tourism activities. Partial least squares–structural equation modelling was adopted to perform latent variable analysis.FindingsVR interactivity elements, including synchronicity, two-way communication and active control, play a considerable role in driving tourists’ VR memorable experiences, which in turn drive tourists’ WOM and VR continuance intention.Research limitations/implicationsCross-sectional, single country data was used and thus the generalisability of the findings may be limited. Future research is recommended adopting a longitudinal approach to compare the relationship between constructs in countries with diverse cultures.Practical implicationsThe findings provide guidance for tourism marketers to use the interactive features of VR, including synchronicity, two-way communication and active control, to drive tourists’ memorable experiences and thereby strengthen tourists’ referral and continuance intention.Originality/valueScholarly attention on the importance of VR interactivity in driving tourists’ memorable experiences and behavioural intention is limited. This study contributes to the tourism marketing literature by empirically testing the research model to reveal the importance of VR interactivity elements, including synchronicity, two-way communication and active control, to drive tourists’ VR memorable experiences and behavioural intentions. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Hospitality and Tourism Technology Emerald Publishing

The role of virtual reality interactivity in building tourists’ memorable experiences and post-adoption intentions in the COVID-19 era

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1757-9880
eISSN
1757-9880
DOI
10.1108/jhtt-03-2021-0088
Publisher site
See Article on Publisher Site

Abstract

This study aims to examine the impact of virtual reality (VR) interactivity elements, including synchronicity, two-way communication and active control, on tourists’ VR memorable experiences, and the subsequent effect on tourists’ word-of-mouth (WOM) and VR continuance intention.Design/methodology/approachThe research model was tested using self-administrated survey data from 285 Chinese tourists who were experienced in travel and VR tourism activities. Partial least squares–structural equation modelling was adopted to perform latent variable analysis.FindingsVR interactivity elements, including synchronicity, two-way communication and active control, play a considerable role in driving tourists’ VR memorable experiences, which in turn drive tourists’ WOM and VR continuance intention.Research limitations/implicationsCross-sectional, single country data was used and thus the generalisability of the findings may be limited. Future research is recommended adopting a longitudinal approach to compare the relationship between constructs in countries with diverse cultures.Practical implicationsThe findings provide guidance for tourism marketers to use the interactive features of VR, including synchronicity, two-way communication and active control, to drive tourists’ memorable experiences and thereby strengthen tourists’ referral and continuance intention.Originality/valueScholarly attention on the importance of VR interactivity in driving tourists’ memorable experiences and behavioural intention is limited. This study contributes to the tourism marketing literature by empirically testing the research model to reveal the importance of VR interactivity elements, including synchronicity, two-way communication and active control, to drive tourists’ VR memorable experiences and behavioural intentions.

Journal

Journal of Hospitality and Tourism Technology – Emerald Publishing

Published: Jun 10, 2022

Keywords: Virtual reality; VR tourism; VR interactivity; Memorable experiences; Continuance intention; WOM intention; 虚拟现实; 虚拟现实旅游; 虚拟现实互动; 难忘体验; 延续意向; 口碑意向

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