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Exploring Consumer Behavior in Virtual Reality Tourism Using an Extended Stimulus-Organism-Response Model

Kim, Myung Ja ; Lee, Choong-Ki ; Jung, Timothy

Journal of travel research, 2020-02, Vol.59 (1), p.69-89 [Periódico revisado por pares]

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Título:
Exploring Consumer Behavior in Virtual Reality Tourism Using an Extended Stimulus-Organism-Response Model
Autor: Kim, Myung Ja ; Lee, Choong-Ki ; Jung, Timothy
Assuntos: Consumer behavior ; Tourism ; Tourist attractions ; Virtual reality
É parte de: Journal of travel research, 2020-02, Vol.59 (1), p.69-89
Descrição: Although virtual reality (VR) is an emerging technology in tourism, little research has been conducted on what factors make consumers visit destinations presented by VR. To address this gap in the literature, this study developed a theoretical framework including authentic experience, cognitive and affective responses, attachment, and visit intention with VR tourism using a stimulus-organism-response (SOR) theory. The results revealed significant impacts of authentic experience on cognitive and affective responses, indicating that authentic experience is an important factor in VR tourism. The study identified cognitive and affective responses as significant mediators in predicting attachment and visit intention. The results demonstrated that the intention to visit places shown in VR tourism was influenced by attachment to VR. Cognitive response had a stronger influence than affective response on the intention to visit a destination in VR. This study sheds light on why potential tourists visit destinations shown in VR.
Editor: Los Angeles, CA: SAGE Publications
Idioma: Inglês

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