The Effects of VR-based Cultural Heritage Experience on Visit Intention

Kun Woo Yoo, Kyunghwa Hwang, Ohbyung Kwon

Abstract


As it recently became a non-face-to-face society because of the COVID-19 Pandemics, attempts have been made to experience heritage based on virtual reality (VR). Despite the satisfaction of VR contents, however, questions are being raised about whether the VR experience leads to visit a heritage tour or reduces to visit a heritage tour. This study examined how VR-based heritage experiences affect the visit intention of heritage sites. In addition, this study investigated how VR-based experiences differently affect the visit intention compared to web-based experiences. To this end, based on the information success model proposed by DeLone and McLean, this study examined how the perception for system quality and information quality through VR (vs. web) experience affects the intention of visiting the historical site. The results demonstrated that satisfaction was positively influenced by the convenience of system quality and the presence and usefulness of information quality and that the presence and satisfaction positively affected continuance intention. In addition, continuous intention to use positively affected the visit intention of heritage sites. Lastly, it has been shown that the usefulness of information quality in groups experiencing content through the Web (vs. VR) has a greater impact on the intent of continuous use. Based on the results of this study, we discussed ways to organize tourism content to increase the intention of visiting heritage sites.


Full Text:

PDF

References


An, S. and Lee, C., “A Study on the Influence of Sense of Virtual Reality Contents on Experiential Value, Satisfaction and Visit Intention,” Journal of Tourism Sciences, Vol. 43, No. 6, pp. 135-149, 2019.

Anderson, J. C. and Gerbing, D. W., “Structural Equation Modeling in Practice: A Review and Recommended Two-step Approach,” Psychological Bulletin, Vol. 103, No. 3, pp. 411-423, 1988.

Antonetti, P., Manika, D., and Katsikeas, C., “Why Consumer Animosity Reduces Product Quality Perceptions: The Role of Extreme Emotions in International Crises,” International Business Review, Vol. 28, No. 4, pp. 739-753, 2019.

Bao, Y., Bao, Y., and Sheng, S., “Motivating purchase of private brands: Effects of store image, product signatureness, and quality variation,” Journal of Business Research, Vol. 64, No. 2, pp. 220-226, 2011.

Barfield, W. and Hendrix, C., “The Effect of Update Rate on The Sense of Presence within Virtual Environments,” Virtual Reality, Vol. 1, No. 1, pp. 3-15, 1995

Berg, L. P. and Vance, J. M., “Industry Use of Virtual Reality in Product Design and Manufacturing: A Survey,” Virtual Reality, Vol. 21, No. 1, pp. 1-17, 2017.

Bhattacherjee, A., “Understanding Information Systems Continuance: An Expectation-confirmation Model,” MIS Quarterly, Vol. 25, No. 3, pp. 351-370, 2001.

Bricken, M. and Byrne, C. M., “Summer Students in Virtual Reality: A Pilot Study on Educational Applications of Virtual Reality Technology,” In Virtual reality (pp. 199-217), Academic Press, 1993.

Buchanan, J. A., “Experience with Virtual Reality-based Technology in Teaching Restorative Dental Procedures,” Journal of Dental Education, Vol. 68, No. 12, pp. 1258-1265, 2004.

Chae, C. B., Forenza, A., Heath, R. W., McKay, M. R., and Collings, I. B., “Adaptive MIMO Transmission Techniques for Broadband Wireless Communication Systems,” IEEE Communications Magazine, Vol. 48, No. 5, pp. 112-118, 2010.

Chen, Y. C., Shang, R. A., and Li, M. J., “The Effects of Perceived Relevance of Travel Blogs’ Content on The Behavioral Intention to Visit a Tourist Destination,” Computers in Human Behavior, Vol. 30, pp. 787-799, 2014.

Cheung, G. W. and Rensvold, R. B., “Evaluating Goodness-of-fit Indexes for Testing Measurement Invariance,” Structural Equation Modeling, Vol. 9, No. 2, pp. 233- 255, 2002.

Chiu, C. M., Chiu, C. S., and Chang, H. C., “Examining The Integrated Influence of Fairness and Quality on Learners’ Satisfaction and Web-based Learning Continuance Intention,” Information Systems Journal, Vol. 17, No. 3, pp. 271-287, 2007.

Cho, H., “Study on Influence of Perceived Quality Factor of Smartphone on Satisfaction & Continued Use Intention: From the Standpoint of Updated Delone and McLean’s Information System Success Model,” Entrue Journal of Information Technology, Vol. 11, No. 2, pp. 167-180, 2012.

Cho, Y. H., Wang, Y., and Fesenmaier, D. R., “Searching for Experiences: The Web-based Virtual Tour in Tourism Marketing,” Journal of Travel and Tourism Marketing, Vol. 12, No. 4, pp. 1-17, 2002.

Choi, H., “A Study on the Impact of the Selection of the Information Media on Satisfaction, Behavioral Intention of Trade Show Visitors,” Event and Convention Research, Vol. 9, pp. 51-71, 2008.

Choi, W., Kang, D., and Choi, S. M., “Understanding Factors Influencing Usage and Purchase Intention of a VR Device: An Extension of UTAUT2,” Information Society and Media, Vol. 18, No. 3, pp. 173-208, 2017.

Chung, N., Han, H., and Joun, Y., “Tourists’ Intention to Visit a Destination: The Role of Augmented Reality(AR) Application for a Heritage Site,” Computers in Human Behavior, Vol. 50, pp. 588-599, 2015.

Dağhan, G. and Akkoyunlu, B., “Modeling The Continuance Usage Intention of Online Learning Environments,” Computers in Human Behavior, Vol. 60, pp. 198-211, 2016.

Dedeke, A. N., “Travel Web-site Design: Information Task-fit, Service Quality and Purchase Intention,” Tourism Management, Vol. 54, pp. 541-554, 2016.

DeLone, W. H. and McLean, E. R., “Information Systems Success: The Quest for The Dependent Variable,” Information Systems Research, Vol. 3, No. 1, pp. 60-95, 1992.

DeLone, W. H. and McLean, E. R., “The DeLone and McLean Model of Information Systems Success: A Ten-year Update,” Journal of Management Information Systems, Vol. 19, No. 4, pp. 9-30, 2003.

DeLone, W. H. and McLean, E. R., “Information Systems Success Measurement,” Foundations and Trends® in Information Systems, Vol. 2, No. 1, pp. 1-116, 2016.

Deng, X., Unnava, H. R., and Lee, H., “Too True to Be Good? When Virtual Reality Decreases Interest in Actual Reality,” Journal of Business Research, Vol. 100, pp. 561-570, 2019.

de Regt, A., Barnes, S. J., and Plangger, K., “The Virtual Reality Value Chain,” Business Horizons, Vol. 63, No. 6, pp. 737- 748, 2020.

Doolin, B., Burgess, L., and Cooper, J., “Evaluating The Use of The Web for Tourism Marketing: A Case Study from New Zealand,” Tourism Management, Vol. 23, No. 5, pp. 557-561, 2002.

Flavián, C., Ibáñez-Sánchez, S., and Orús, C., “Integrating Virtual Reality Devices into The Body: Effects of Technological Embodiment on Customer Engagement and Behavioral Intentions toward The Destination,” Journal of Travel and Tourism Marketing, Vol. 36, No. 7, pp. 847- 863, 2019.

Griffin, L. P., Brownscombe, J. W., Gagné, T. O., Wilson, A. D., Cooke, S. J., and Danylchuk, A. J., “Individual-level Behavioral Responses of Immature Green Turtles to Snorkeler Disturbance,” Oecologia, Vol. 183, No. 3, pp. 909-917, 2017.

Guttentag, D. A., “Virtual Reality: Applications and Implications for Tourism,” Tourism Management, Vol. 31, No. 5, pp. 637-651, 2010.

Hadji, B. and Degoulet, P., “Information System End-user Satisfaction and Continuance Intention: A Unified Modeling Approach,” Journal of Biomedical Informatics, Vol. 61, pp. 185-193, 2016.

Hirschman, E. C., “Innovativeness, Novelty Seeking, and Consumer Creativity,” Journal of Consumer Research, Vol. 7, No. 3, pp. 283-295, 1980.

Huang, S. and Hsu, C. H., “Effects of Travel Motivation, Past Experience, Perceived Constraint, and Attitude on Revisit Intention,” Journal of Travel Research, Vol. 48, No. 1, pp. 29-44, 2009.

Jang, S. S. and Feng, R., “Temporal Destination Revisit Intention: The Effects of Novelty Seeking and Satisfaction,” Tourism Management, Vol. 28, No. 2, pp. 580- 590, 2007.

Jang, Y. and Park, E., “An Adoption Model for Virtual Reality Games: The Roles of Presence and Enjoyment,” Telematics and Informatics, Vol. 42, pp. 101239, 2019.

Jeon, S., Kang, J., and Lim, J., “Analysis of Factors Affecting Intention of Continuous Use for Mobile Wallet Based on the Information System Success Model,” Journal of Information Technology Services, Vol. 13. No. 4, pp. 325-340, 2014.

Joo, Y. J., Chung, A. K., and Lee, M., “Structural Relationship between Individual Factor, Quality Factor and Immersion in Impact Analysis of Facebook Persistance,” The Journal of The Institute of Internet, Broadcasting and Communication, 16(3), 47-55, 2016.

Jung, H. and Lee, G., “Factors Influencing Online Travel Information Value and User’s Continuous Intention in Social Media,” Journal of Tourism Sciences, Vol. 36, No. 5, pp. 289-308, 2012.

Kim, D. and Ko, Y. J., “The Impact of Virtual Reality (VR) Technology on Sport Spectators’ Flow Experience and Satisfaction,” Computers in Human Behavior, Vol. 93, pp. 346-356, 2019.

Kim, J., Kim, N., and Jeong. C., “Effects of the Perception of K-pop on Destination Image and Visit Intention to Korea: Focusing on Chinese Undergraduate Students,” Journal of Tourism Sciences, Vol. 37, No. 1, pp. 77-101, 2013.

Kim, M. and Kang, I., “The Impacts of the Popular Korean Wave on the Korean Tourist Destination Image, Tourists’ Satisfaction and Behavioral Intention,” Korean Journal of Tourism Research, Vol. 22, No. 3, pp. 359-380, 2007.

Kim, M. J. and Hall, C. M., “A Hedonic Motivation Model in Virtual Reality Tourism: Comparing Visitors and Non-visitors,” International Journal of Information Management, Vol. 46, pp. 236-249, 2019.

Kim, M. J., Lee, C. K., and Jung, T., “Exploring Consumer Behavior in Virtual Reality Tourism Using an Extended Stimulus-organism-response Model,” Journal of Travel Research, Vol. 59, No. 1, pp. 69-89, 2020.

Kong, C. and Jung, J., “The Effect of Information System Quality on Customer Value and Satisfaction in Hotel Comparison Sites,” Journal of the Korea Society of Computer and Information, Vol. 23, No. 12, pp. 233-240, 2018.

Lee, J., “Service Quality and Customer Satisfaction in On-line Education Service,” Korean Jouranl of Business Administration, Vol. 20, No. 3, pp. 1169-1192, 2007.

Lee, K. and Seong, T., “Investigation of The Measurement Equivalence in Vocational Interest Scale of CACV Between Male and Female,” The Journal of Career Education Research, Vol. 31, No. 2, pp. 223-238, 2018.

Lee, M., Lee, S. A., Jeong, M., and Oh, H., “Quality of Virtual Reality and Its Iimpacts on Behavioral Intention,” International Journal of Hospitality Management, Vol. 90, 102595, 2020.

Lee, S. and Park, N., “Effects of Virtual Reality Content in Tourism on the Perception of Experiential Values and Intention to Visit: The Mediating Role of Feelings of Presence,” Journal of Cybercommunication Academic Society, Vol. 36, No. 1, pp. 89-125, 2019.

Lee, T. H. and Crompton, J., “Measuring Novelty Seeking in Tourism,” Annals of Tourism Research, Vol. 19, No. 4, pp. 732- 751, 1992.

Lin, H. F., “Measuring Online Learning Systems Success: Applying The Updated DeLone and McLean Model,” Cyberpsychology and Behavior, Vol. 10, No. 6, pp. 817-820, 2007.

Liu, C. and Arnett, K. P., “Exploring The Factors Associated with Web Site Success in The Context of Electronic Commerce,” Information and Management, Vol. 38, No. 1, pp. 23-33, 2000.

Maxham III, J. G. and Netemeyer, R. G., “Modeling Customer Perceptions of Complaint Handling Over Time: The Effects of Perceived Justice on Satisfaction and Intent,” Journal of Retailing, Vol. 78, No. 4, pp. 239-252, 2002.

McKinney, V., Yoon, K., and Zahedi, F. M., “The Measurement of Web-customer Satisfaction: An Expectation and Disconfirmation Approach,” Information Systems Research, Vol. 13, No. 3, pp. 296-315, 2002.

McMahan, R. P., Bowman, D. A., Zielinski, D. J., and Brady, R. B., “Evaluating Display Fidelity and Interaction Fidelity in a Virtual Reality Game,” IEEE Transactions on Visualization and Computer Graphics, Vol. 18, No. 4, pp. 626-633, 2012.

Mehmetoglu, M. and Engen, M., “Pine and Gilmore’s Concept of Experience Economy and Its Dimensions: An Empirical Examination in Tourism,” Journal of Quality Assurance in Hospitality and Tourism, Vol. 12, No. 4, pp. 237-255, 2011.

Mellarkod, V., Appan, R., Jones, D. R., and Sherif, K., “A Multi-level Analysis of Factors Affecting Software Developers’ Intention to Reuse Software Assets: An Empirical Investigation,” Information and Management, Vol. 44, No. 7, pp. 613-625, 2007.

Molina-Carmona, R., Pertegal-Felices, M. L., Jimeno-Morenilla, A., and Mora-Mora, H., “Virtual Reality Learning Activities for Multimedia Students to Enhance Spatial Ability,” Sustainability, Vol. 10, No. 4, 1074, 2018.

Moon, H. and Moon, H., “Customer Use Behaviour toward Restaurant Technology- based Self-service: Focusing on The TBSS Types by Multi-group Analysis,” Journal of Hospitality and Tourism Studies, Vol. 21, No. 3, pp. 161-175, 2019.

Mujber, T. S., Szecsi, T., and Hashmi, M. S., “Virtual Reality Applications in Manufacturing Process Simulation,” Journal of Materials Processing Technology, Vol. 155, pp. 1834-1838, 2004.

Oh, H., Fiore, A. M., and Jeoung, M., “Measuring Experience Economy Concepts: Tourism Applications,” Journal of Travel Research, Vol. 46, No. 2, pp. 119-132, 2007.

Oliver, R. L., “A Cognitive Model of The Antecedents and Consequences of Satisfaction Decisions,” Journal of Marketing Research, Vol. 17, No. 4, pp. 460-469, 1980.

Park, J. and Lee, A., “A Study on the Impact of Hotel Information System on the User Satisfaction and Management Efficiency: Centered Around Daejeon Area,” International Journal of Tourism and Hospitality Research, Vol. 27, No. 1, pp. 315-333, 2013.

Park, S. and Lee, J., “Structural Relationship among SNS Satisfaction, Community Identification, Continuous Usage Intention and Spectatorship Professional Baseball Team SNS(Social Network Service),” Korean Journal of Sports Science, Vol. 21, No. 3, pp. 681-695, 2012.

Pearce, P. L. and Lee, U. I., “Developing The Travel Career Approach to Tourist Motivation,” Journal of Travel Research, Vol. 43, No. 3, pp. 226-237, 2005.

Quadri-Felitti, D. L. and Fiore, A. M., “Destination Loyalty: Effects of Wine Tourists’ Experiences, Memories, and Satisfaction on Intentions,” Tourism and Hospitality Research, Vol. 13, No. 1, pp. 47-62, 2013.

Ramayah, T., Ahmad, N. H., and Lo, M. C., The Role of Quality Factors in Intention to Continue Using an E-learning System in Malaysia,“ Procedia-Social and Behavioral Sciences, Vol. 2, No. 2, pp. 5422- 5426, 2010.

Ross, E. L. D. and Iso-Ahola, S. E., “Sightseeing Tourists’ Motivation and Satisfaction,” Annals of Tourism Research, Vol. 18, No. 2, pp. 226-237, 1991.

Samarasinghe, S. M. and Tretiakov, A., “A Multi-dimensional Measure of E-learning Systems Success,” Proceedings Ascilite Auckland, pp. 908-910, 2009.

Sussmann, Silvia and Vanhegan, Hugo, “Virtual Reality and the Tourism Product Substitution or Complement?,” ECIS 2000 Proceedings, 2000.

Venkatesh, V. and Davis, F. D., “A Theoretical Extension of The Technology Acceptance Model: Four Longitudinal Field Studies,” Management Science, Vol. 46, No. 2, pp. 186-204, 2000.

Wang, H. Y. and Wang, S. H., “Predicting Mobile Hotel Reservation Adoption: Insight from a Perceived Value Standpoint,” International Journal of Hospitality Management, Vol. 29, No. 4, pp. 598-608, 2010.

Wang, W. T., Wang, Y. S., and Liu, E. R., “The Stickiness Intention of Group-buying Websites: The Integration of the Commitment-trust Theory and E-commerce Success Model,” Information and Management, Vol. 53, No. 5, pp. 625-642, 2016.

Wang, Y. S., “Assessing E-commerce Systems Success: A Respecification and Validation of The DeLone and McLean Model of IS Success,” Information Systems Journal, Vol. 18, No. 5, pp. 529-557, 2008.

Wei, W., Qi, R., and Zhang, L., “Effects of Virtual Reality on Theme Park Visitors’ Experience and Behaviors: A Presence Perspective,” Tourism Management, Vol. 71, pp. 282-293, 2019.

Wen, B., Jin, Y., and Kwon, O., “Effects of Artificial Intelligence Functionalities on Online Store’s Image and Continuance Intention: A Resource-Based View Perspective,” The Journal of Society for e- Business Studies, Vol. 25, No. 2, pp. 65-98, 2020.

Woo, J., “The Principle of Structural Equation Modeling,” Seoul: Hannarae-academy, 2012.

Yoo, B. and Donthu, N., “Developing A Scale to Measure The Perceived Quality of An Internet Shopping Site(SITEQUAL),” Quarterly Journal of Electronic Commerce, Vol. 2, No. 1, pp. 31-45, 2001.

Yoon, A., Jeong, D., and Yoon, J., “An Empirical Examination of The Website of International Exposition: An Extended Information System Success Model,” Journal of Tourism and Leisure Research, Vol. 25, No. 8, pp. 535-552, 2013.

Yoon, J., “Service Quality of Internet- based Lecture and In-class Lecture at the University Level,” Journal of the Korean society for Quality Management, Vol. 34, No. 4, pp. 65-77, 2006.

Yuce, A., Arasli, H., Ozturen, A., and Daskin, M., “Feeling The Service Product Closer: Triggering Visit Intention via Virtual Reality,” Sustainability, Vol. 12, No. 16, pp. 6632, 2020.

Zhang, H., Xu, F., Leung, H. H., and Cai, L. A., “The Influence of Destination-country Image on Prospective Tourists’ Visit Intention: Testing Three Competing Models,” Asia Pacific Journal of Tourism Research, Vol. 21, No. 7, pp. 811-835, 2016.

Zhou, T., “An Empirical Examination of Continuance Intention of Mobile Payment Services,” Decision Support Systems, Vol. 54, No. 2, pp. 1085-1091, 2013.

Zyda, M., “From Visual Simulation to Virtual Reality to Games,” Computer, Vol. 38, No. 9, pp. 25-32, 2005.


Refbacks

  • There are currently no refbacks.