Relationships Between Virtual Reality Experiences, Experiential Relationship Quality and Experiential Advocacy: The Case of Virtual Reality Park

Q2 Business, Management and Accounting Journal of Relationship Marketing Pub Date : 2021-07-28 DOI:10.1080/15332667.2021.1889744

Davood Ghorbanzadeh

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引用次数: 1

Abstract

Abstract Advances in virtual reality technology have had an increasing impact on tourism, changing the way tourists experience a destination or attraction, allowing them to have a more interactive and diverse experience. This study aims to examine the relationships between the virtual reality experiences dimensions, the experiential relationship quality dimensions and experiential advocacy. A convenience sample of 344 tourists who visited at one virtual reality park in Mashhad City of Iran was surveyed. The results indicate that among virtual reality experiences of immersion, interaction and illusion have a positive effect on experiential satisfaction and experiential satisfaction has a direct and indirect effect on experiential advocacy through experiential loyalty. Ultimately, experiential trust does not directly, but through experiential loyalty, lead to the formation of experiential advocacy. The results will assist virtual reality park management in developing and implementing market-orientated service strategies to increase perceptions of the dimensions of virtual reality experiences, the experiential relationship quality dimensions and create experiential advocacy.

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虚拟现实体验、体验关系质量与体验倡导的关系——以虚拟现实公园为例

摘要虚拟现实技术的进步对旅游业产生了越来越大的影响，改变了游客体验目的地或景点的方式，使他们能够获得更具互动性和多样性的体验。本研究旨在考察虚拟现实体验维度、体验关系质量维度和体验倡导之间的关系。对在伊朗马什哈德市一个虚拟现实公园游玩的344名游客进行了便利抽样调查。结果表明，在沉浸式虚拟现实体验中，互动和幻觉对体验满意度有正向影响，体验满意度通过体验忠诚对体验倡导有直接和间接影响。最终，经验信任不是直接的，而是通过经验忠诚，导致经验倡导的形成。研究结果将有助于虚拟现实公园管理层制定和实施以市场为导向的服务战略，以提高对虚拟现实体验维度、体验关系质量维度的感知，并创建体验宣传。

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来源期刊

Journal of Relationship Marketing Business, Management and Accounting-Marketing

CiteScore

10.20

自引率

0.00%

发文量

期刊介绍： The Journal of Relationship Marketing is a quarterly journal that publishes peer-reviewed (double-blind) conceptual and empirical papers of original works that make serious contributions to the understanding and advancement of relationship and marketing theory, research, and practice. This academic journal is interdisciplinary and international in nature. Topics of interest (not limited to): Evolution and life cycle of RM; theoretical and methodological issues in RM; types of RM, networks and strategic alliances; internal communication, quality, trust, commitment, satisfaction, loyalty, and dissolution in RM; applications of RM in different disciplines and industries; international perspectives in RM; RM strategies in services economy, higher education, and e-commerce; RM, technology, and the Web; profitability and RM; case studies and best practices in RM. If you are interested in becoming an ad-hoc reviewer, please e-mail a brief statement indicating your area of expertise and interest along with a copy of your CV.