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Boosting heritage recommendations through awe and augmented reality 通过敬畏和增强现实技术促进遗产推荐
IF 11.1 1区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Pub Date : 2024-04-04 DOI: 10.1108/ijchm-09-2023-1370
Jorge Nascimento, Sandra Maria Correia Loureiro

Purpose

Drawing on appraisal theories, this paper aims to attempt to demonstrate how augmented reality (AR) strengthens relationships in the cognitive-affective-conative mechanism to shape visitors' recommendation of awe-inspiring heritage experiences.

Design/methodology/approach

A mixed-method approach was undertaken. First, an exploratory pre-study (n = 98) analyzed the multidimensionality of awe appraisals, eliciting the most salient dimensions in tourism experiences for informing the main study. Subsequently, an on-site survey was used to examine the relationships in the cognitive-affective-conative sequence, based on 316 questionnaires collected at a highly acclaimed religious heritage equipped with a multisensory AR activity.

Findings

Two distinct appraisals underlined in the awe concept were elicited during the exploratory phase: altered emotions (aggregating positive self-transformative dimensions) and the need for accommodation. The survey results demonstrated that the influence of authenticity on recommendation is shaped by emotions. Altered emotions hold a central mediating role and are differentiated from other discrete emotions. AR and the need for accommodation are revealed as contingencies that regulate the mediated mechanism.

Practical implications

This paper provides the hospitality and tourism stakeholders with a better understanding of how immersive technologies can be used for boosting recommendations, by enhancing the emotional responses toward authenticity perceptions.

Originality/value

This study introduces a novel conceptual framework to broaden our understanding of how cognitive and affective mental processes are linked to visitors’ recommendations, and how AR amplifies the outcomes. To the best of the authors’ knowledge, it is the first research to distinguish and document the specific effects of two different types of awe appraisal.

目的本文以评价理论为基础,试图证明增强现实技术(AR)如何加强认知-情感-联想机制中的关系,从而形成游客对令人敬畏的遗产体验的推荐。首先,一项探索性预研究(n = 98)分析了敬畏评价的多维性,得出了旅游体验中最突出的维度,为主要研究提供信息。随后,根据在一个备受赞誉的宗教遗产地收集到的 316 份问卷,并配备了多感官 AR 活动,进行了现场调查,以研究认知-情感-联想顺序中的关系。研究结果在探索阶段,提出了敬畏概念中强调的两种不同评价:改变的情感(综合积极的自我转变维度)和对住宿的需求。调查结果证明,真实性对推荐的影响是由情绪决定的。改变了的情感起着核心的中介作用,并与其他离散情感有所区别。本文为酒店业和旅游业的利益相关者提供了一个更好的视角,让他们了解如何通过增强对真实性认知的情感反应,利用沉浸式技术来促进推荐。原创性/价值本研究引入了一个新颖的概念框架,以拓宽我们对认知和情感心理过程如何与游客的推荐相联系,以及增强现实技术如何放大推荐结果的理解。据作者所知,这是第一项区分和记录两种不同类型的敬畏评价的具体效果的研究。
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引用次数: 0
Hospitality marketing research: bridging the practical gap 酒店营销研究:缩小实际差距
IF 11.1 1区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Pub Date : 2024-04-04 DOI: 10.1108/ijchm-09-2023-1351
Anil Bilgihan, Lydia Hanks, Nathan Discepoli Line, Makarand Amrish Mody

Purpose

This study aims to identify the causes of the academia-industry divide in hospitality marketing research in the form of the “Research Devaluation Map” and offers ideas for discussion points and suggestions for change.

Design/methodology/approach

The conceptualization of the Research Devaluation Map was developed at an invitational thought-leadership conference. The authors were asked to produce a forward looking, critical reflection of hospitality marketing scholarship. The authors generated a preliminary idea and developed a methodology for its implementation. They then proposed a framework that explicated the divide between hospitality marketing research and industry practice and a list of discussion points regarding possible solutions.

Findings

The issues currently challenging the hospitality research field are found to include the choice of research topics (the “what”), the methods used in research (the “how”) and the systemic factors that shape the academic culture (the “systemic”). These three factors lead to a mutual devaluation of the academic–industry relationship in hospitality marketing, causing a schism between research and industry practice.

Research limitations/implications

The Research Devaluation Map serves as a springboard for future research studies, providing a framework for naming and operationalizing the antecedents and results of the divide between hospitality marketing research and practice.

Originality/value

This paper takes a holistic look at the gaps in current hospitality marketing research and puts forth a framework to explain the roots of these issues. While certain of these issues are known to both researchers and practitioners, the originality of this paper lies in the creation of the Research Devaluation Map that identifies the causes and results of the disconnect between research and practice.

目的本研究旨在以 "研究贬值地图 "的形式找出酒店业营销研究中学术界与产业界分歧的原因,并提出讨论要点和变革建议。会议要求作者对酒店营销学术研究进行前瞻性的批判性反思。作者们提出了一个初步想法,并制定了实施方法。研究发现,目前酒店业研究领域面临的挑战包括研究课题的选择("什么")、研究方法的使用("如何")以及形成学术文化的系统因素("系统")。这三个因素导致了酒店营销学术界与产业界关系的相互贬低,造成了研究与产业实践之间的分裂。研究局限性/意义研究贬值地图可作为未来研究的跳板,为酒店营销研究与实践之间分歧的前因后果的命名和操作化提供了一个框架。虽然研究人员和从业人员都知道其中的某些问题,但本文的独创性在于创建了 "研究贬值地图",确定了研究与实践脱节的原因和结果。
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引用次数: 0
What drives consumers to post more photos in online reviews? A trait activation theory perspective 是什么促使消费者在在线评论中发布更多照片?特质激活理论视角
IF 11.1 1区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Pub Date : 2024-04-03 DOI: 10.1108/ijchm-08-2023-1138
Danting Cai, Hengyun Li, Rob Law, Haipeng Ji, Huicai Gao

Purpose

This study aims to investigate the influence of the reviewed establishment’s price level and the user’s social network size and reputation status on consumers’ tendency to post more visual imagery content. Furthermore, it explores the moderating effects of user experiences and geographic distance on these dynamics.

Design/methodology/approach

This study adopts a multi-method approach to explore both the determinants behind the sharing of user-generated photos in online reviews and their internal mechanisms. Using a comprehensive secondary data set from Yelp.com, the authors focused on restaurant reviews from a prominent tourist destination to construct econometric models incorporating time-fixed effects. To enhance the robustness of the authors’ findings, the authors complemented the big data analysis with a series of controlled experiments.

Findings

The reviewed establishments price level and the users reputation status and social network size incite corresponding motivations conspicuous display “reputation seeking” and social approval motivating users to incorporate more images in reviews. “User experiences can amplify the influence of these factors on image sharing.” An increase in the users geographical distance lessens the impact of the price level on image sharing, but it heightens the influence of the users reputation and social network size on the number of shared images.

Practical implications

As a result of this study, high-end establishments can increase their online visibility by leveraging user-generated visual content. A structured rewards program could significantly boost engagement by incentivizing photo sharing, particularly among users with elite status and extensive social networks. Additionally, online review platforms can enhance users’ experiences and foster more dynamic interactions by developing personalized features that encourage visual content production.

Originality/value

This research, anchored in trait activation theory, offers an innovative examination of the determinants of photo-posting behavior in online reviews by enriching the understanding of how the intricate interplay between users’ characteristics and situational cues can shape online review practices.

目的 本研究旨在探讨受评机构的价格水平、用户的社交网络规模和声誉状况对消费者发布更多视觉图像内容的倾向的影响。本研究采用多种方法来探讨在线评论中分享用户生成的照片背后的决定因素及其内部机制。作者利用 Yelp.com 上的综合二手数据集,重点关注一个著名旅游目的地的餐厅评论,构建了包含时间固定效应的计量经济模型。为了增强研究结果的稳健性,作者通过一系列对照实验对大数据分析进行了补充。研究结果被评论餐馆的价格水平和用户的声誉状况及社交网络规模会激发相应的动机,如显性展示 "声誉追求 "和社会认可会促使用户在评论中加入更多图片。"用户体验会放大这些因素对图片分享的影响"。用户地理距离的增加会降低价格水平对图片分享的影响,但会增强用户声誉和社交网络规模对分享图片数量的影响。有组织的奖励计划可以通过激励照片分享来大大提高参与度,尤其是在拥有精英身份和广泛社交网络的用户中。此外,在线评论平台还可以通过开发鼓励视觉内容制作的个性化功能,提升用户体验,促进更有活力的互动。 原创性/价值 本研究以特质激活理论为基础,对在线评论中照片张贴行为的决定因素进行了创新性研究,丰富了人们对用户特征与情境线索之间错综复杂的相互作用如何影响在线评论行为的理解。
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引用次数: 0
The effects of motivation and prior knowledge on wine consumers’ decision-making process: using an extended model of goal-directed behavior 动机和先验知识对葡萄酒消费者决策过程的影响:使用目标导向行为扩展模型
IF 11.1 1区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Pub Date : 2024-04-03 DOI: 10.1108/ijchm-08-2023-1283
Soyeun Olivia Lee, Sunghyup Sean Hyun, Qi Wu

Purpose

This study aims to use the extended model of goal-directed behavior (EMGB) to examine the interaction between wine purchasing motivations and prior knowledge and their impact on consumers’ wine purchase intentions and decisions.

Design/methodology/approach

The survey was conducted in large discount retail stores in South Korea, and structural equation modeling analysis reveals EMGB’s strong predictive ability to understand wine buying behavior.

Findings

Notably, the findings reveal that social life and enjoyment motivations play a significant role in shaping consumers' attitudes. In addition, positive emotions, attitudes, prior knowledge, subjective norms and negative anticipated emotions all have a positive effect on desire, while desire, prior knowledge and frequency of past behavior have a significant impact on behavioral intention. Contrary to previous studies, celebration motivation has no significant effect on attitude and perceived behavioral control has no significant effect on desire and behavioral intention.

Research limitations/implications

The findings provide practical insights for marketers to conduct targeted wine marketing campaigns and increase consumers' intention to purchase wine.

Originality/value

This study furthers the understanding of the complex mechanisms involved in shaping the intention to purchase wine using the EMGB framework.

目的本研究旨在使用目标导向行为扩展模型(EMGB)来研究葡萄酒购买动机和先前知识之间的相互作用及其对消费者的葡萄酒购买意向和决策的影响。研究在韩国的大型折扣零售店进行了调查,结构方程模型分析揭示了 EMGB 对理解葡萄酒购买行为的强大预测能力。此外,积极情绪、态度、先前知识、主观规范和消极预期情绪都对欲望有积极影响,而欲望、先前知识和过去行为的频率对行为意向有显著影响。与之前的研究相反,庆祝动机对态度没有显著影响,感知到的行为控制对欲望和行为意向没有显著影响。研究局限性/意义研究结果为营销人员开展有针对性的葡萄酒营销活动和提高消费者的葡萄酒购买意向提供了实用的见解。
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引用次数: 0
Artificial intelligence: an overview of research trends and future directions 人工智能:研究趋势和未来方向概览
IF 11.1 1区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Pub Date : 2024-04-03 DOI: 10.1108/ijchm-03-2024-0322
Dogan Gursoy, Ruiying Cai

Purpose

This study aims to offer an overview of hospitality and tourism research on artificial intelligence (AI) and its impact on the industry. More specifically, this study examines hospitality and tourism AI research trends in hospitality and tourism customer service experience creation and delivery, service failure and recovery, human resources and organizational behavior. Based on the review, this study identifies the challenges and opportunities and provides directions for future studies.

Design/methodology/approach

A narrative synthesis approach was used to review the hospitality and tourism research on AI and its impact on various aspects of the industry.

Findings

AI and AI applications in customer service experience creation and delivery and its possible effects on employees and organizations are viewed as a double-edged sword. Although the use of AI and AI applications offers various benefits, there are also serious concerns over the ethical use of AI, the replacement of human employees by AI-powered devices, discomfort among customers and employees and trust toward AI.

Originality/value

The paper offers an updated holistic overview of AI and its implications in different facets of the hospitality and tourism industry. Challenges and opportunities are discussed to foster future discussions on the use of AI among scholars and industry professionals.

目的 本研究旨在概述酒店与旅游业对人工智能(AI)的研究及其对行业的影响。更具体地说,本研究探讨了酒店与旅游业客户服务体验的创造与交付、服务故障与恢复、人力资源与组织行为方面的酒店与旅游业人工智能研究趋势。在综述的基础上,本研究确定了挑战和机遇,并为未来研究提供了方向。研究结果人工智能和人工智能在客户服务体验创造和交付方面的应用及其对员工和组织可能产生的影响被视为一把双刃剑。虽然使用人工智能和人工智能应用带来了各种好处,但人们也对人工智能的道德使用、人工智能驱动的设备取代人类员工、客户和员工的不适感以及对人工智能的信任等问题表示严重关切。本文讨论了人工智能面临的挑战和机遇,以促进学者和业内专业人士未来就人工智能的使用展开讨论。
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引用次数: 0
The impact of customer misbehavior on frontline employees’ work–family conflict and withdrawal behaviors 客户不当行为对一线员工工作-家庭冲突和退缩行为的影响
IF 11.1 1区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Pub Date : 2024-04-03 DOI: 10.1108/ijchm-07-2023-0942
Xinyuan (Roy) Zhao, Fujin Wang, Anna S. Mattila, Aliana Man Wai Leong, Zhenzhen Cui, Huan Yang

Purpose

Customer misbehavior has a negative impact on frontline employees. However, the underlying mechanisms from customer misbehavior to employees’ negative outcomes need to be further unfolded and examined. This study aims to propose that employees’ affective rumination and problem-solving pondering could be the explanatory processes of customer misbehavior influencing employee attitudes in which coworker support could be a moderator.

Design/methodology/approach

A mixed-method approach was designed to test this study’s predictions. Study 1 conducted a scenario-based experiment among 215 full-time hospitality employees, and Study 2 used a two-wave, longitudinal survey of 305 participants.

Findings

The results demonstrate the impact of customer misbehavior on work–family conflict and withdrawal behaviors. The mediating role of affective rumination is supported and coworker support moderates the processes.

Practical implications

Customer misbehavior leads to negative outcomes among frontline employees both at work and family domains. Hotel managers should help frontline employees to cope with customer misbehavior by avoiding negative affective spillover and providing support properly.

Originality/value

The studies have unfolded the processes of affective rumination and problem-solving pondering through which customer misbehavior influences work–family conflict and withdrawal behaviors among frontline employees. The surprising findings that coworker support magnified the negative effects have also been discussed.

目的客户不当行为会对一线员工产生负面影响。然而,从客户不当行为到员工负面结果的内在机制还有待进一步揭示和研究。本研究旨在提出员工的情感反刍和问题解决思考可能是客户不当行为影响员工态度的解释过程,而同事支持可能是其中的调节因素。研究 1 在 215 名酒店业全职员工中进行了基于情景的实验,研究 2 对 305 名参与者进行了两波纵向调查。实际意义客户不当行为会导致一线员工在工作和家庭领域产生负面结果。研究揭示了顾客不当行为影响一线员工工作-家庭冲突和退缩行为的情感反刍和问题解决思考过程。研究还讨论了同事支持会放大负面影响这一令人惊讶的发现。
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引用次数: 0
The double-edged effects of visualizing wine style: sweetness scale on wine label 葡萄酒风格可视化的双刃效应:葡萄酒标签上的甜度标尺
IF 11.1 1区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Pub Date : 2024-03-29 DOI: 10.1108/ijchm-07-2023-1038
Anqi (Angie) Luo, Donna L. Quadri-Felitti, Anna S. Mattila

Purpose

A visual sweetness scale with an arrow pointing to a specific sweetness level is now required on all labels of AOC Alsace. The sweetness scale makes it easier for consumers to understand what is in the bottle. What is less clear, however, is whether such labeling is always effective. To fill this gap, the current research paper aims to examine the positive and negative effects (double-edged effects) of a visual sweetness scale and identify the boundary condition.

Design/methodology/approach

Two studies were conducted using a 2 (cue type: scale vs text) by 2 (consumer type: novices vs experienced wine consumers) between-subjects, quasi-experimental design.

Findings

The double-edged effects are only significant among wine novices. Specifically, though wine novices are more likely to purchase wine with a sweetness scale (vs text) due to perceived diagnosticity (Study 1), they are unwilling to pay more due to low perceived quality (Study 2).

Practical implications

The study findings provide practical implications for wine producers, marketers and restaurants regarding when and how to use the sweetness scale on wine labels and wine service.

Originality/value

To the best of the authors’ knowledge, this research is the first to reveal the impact of visualizing wine style on wine labels. More importantly, while most previous research demonstrates the positive effects of using visual cues, this research sheds light on its drawbacks and examines the underlying mechanisms.

目的 现在,所有阿尔萨斯法定产区葡萄酒的标签上都必须有一个箭头指向特定甜度的视觉甜度标尺。甜度标尺使消费者更容易了解瓶中的产品。然而,这种标签是否总是有效却不太清楚。为了填补这一空白,本研究论文旨在考察视觉甜度标示的积极和消极影响(双刃效应),并确定边界条件。研究结果双刃效应仅在葡萄酒新手中显著。实践意义研究结果为葡萄酒生产商、营销人员和餐厅提供了何时以及如何在酒标和葡萄酒服务中使用甜度标的实践意义。原创性/价值据作者所知,这项研究首次揭示了在酒标上将葡萄酒风格可视化的影响。更重要的是,以往的大多数研究都证明了使用视觉线索的积极作用,而本研究则揭示了其弊端并研究了其潜在机制。
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引用次数: 0
Real in virtual: the influence mechanism of virtual reality on tourists’ perceptions of presence and authenticity in museum tourism 虚拟中的真实:虚拟现实对游客在博物馆旅游中的临场感和真实性的影响机制
IF 11.1 1区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Pub Date : 2024-03-26 DOI: 10.1108/ijchm-07-2023-0957
Minglong Li, Xiaoyang Sun, Yu Zhu, Hailian Qiu

Purpose

An increasing number of immersive technologies have been adopted in museum tourism in response to shifting consumer habits in the digital era. In contrast, the authenticity experience of museum tourists relies on genuine relics, the environment and activities, which are ancient or traditional. This raises the question of whether tourists can perceive authenticity in immersive technology-based museum tourism. To address this question, this study aims to explore the impact of virtual reality (VR) attributes on tourists’ presence, tourism authenticity and subsequent behavioral intentions in virtual museums.

Design/methodology/approach

Data were collected via scenario-based surveys of participants who had taken virtual museum tours based on VR. A total of 174 effective questionnaires were collected for exploratory factor analysis via SPSS 25. Afterward, 597 questionnaires were obtained for confirmatory factor analysis and path analysis via Mplus 7.4.

Findings

A conceptual model of how VR attributes influence presence, authenticity and visit intention was developed. There is a chain intermediary between presence and visit intentions, from original authenticity to interactive authenticity and then to emotional authenticity. Technology readiness and museum familiarity moderate some relationships between VR attributes and presence.

Practical implications

The findings can guide museums in improving the use of VR. For example, managers can improve the quality of virtual systems and adopt various interactive forms to enhance tourists’ participation experiences.

Originality/value

These research findings contribute to the research area of immersive technology adoption, enhance the understanding of tourism authenticity in the new context of technology application and extend the presence-emotion-intention theory.

目的 随着数字时代消费习惯的转变,越来越多的沉浸式技术被应用于博物馆旅游。与此形成鲜明对比的是,博物馆游客的真实性体验依赖于古代或传统的真实文物、环境和活动。这就提出了一个问题:游客能否在基于沉浸式技术的博物馆旅游中感知真实性。为了解决这个问题,本研究旨在探索虚拟现实(VR)属性对游客在虚拟博物馆中的临场感、旅游真实性和后续行为意向的影响。共收集了 174 份有效问卷,并通过 SPSS 25 进行了探索性因素分析。随后,通过 Mplus 7.4 获得了 597 份问卷,用于确认性因子分析和路径分析。研究结果建立了一个关于 VR 属性如何影响临场感、真实性和参观意向的概念模型。在临场感和参观意向之间存在一个中介链,从原始真实性到互动真实性,再到情感真实性。技术准备程度和博物馆熟悉程度缓和了 VR 属性与临场感之间的某些关系。原创性/价值这些研究成果有助于沉浸式技术应用研究领域的发展,加深了人们对新技术应用背景下旅游真实性的理解,并扩展了临场感-情感-意向理论。
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引用次数: 0
What is beautiful is good: attractive avatars for healthier dining and satisfaction 美就是好:有吸引力的化身,让用餐更健康、更满意
IF 11.1 1区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Pub Date : 2024-03-25 DOI: 10.1108/ijchm-09-2023-1490
Fei Hao, Adil Masud Aman, Chen Zhang

Purpose

As technology increasingly integrates into the restaurant industry, avatar servers present a promising avenue for promoting healthier dining habits. Grounded in the halo effect theory and social comparison theory, this study aims to delve into the influence of avatars' appearance, humor and persuasion on healthier choices and customer satisfaction.

Design/methodology/approach

This paper comprises three experimental studies. Study 1 manipulates avatar appearance (supermodel-looking vs normal-looking) to examine its effects on perceived attractiveness, warmth and relatability. These factors influence customer satisfaction and healthy food choices through the psychological mechanisms of social comparison and aspirational appeal. Studies 2 and 3 further refine this theoretical model by assessing the interplay of appearance with humor (presence vs absence) and persuasion (health-oriented vs beauty-oriented), respectively.

Findings

Results suggest that avatars resembling supermodels evoke stronger aspirational appeal and positive social comparison due to their attractiveness, thus bolstering healthier choices and customer satisfaction. Moreover, humor moderates the relationship between appearance and attractiveness, while persuasion moderates the effects of appearance on social comparison and aspirational appeal.

Research limitations/implications

This research bridges the halo effect theory and social comparison theory, offering insights enriching the academic discourse on technology’s role in hospitality.

Practical implications

The findings provide actionable insights for managers, tech developers and health advocates.

Originality/value

Despite its significance, avatar design research in the hospitality sector has been overlooked. This study addresses this gap, offering a guideline for crafting attractive and persuasive avatars.

目的 随着技术越来越多地融入餐饮业,虚拟化身服务员为促进更健康的用餐习惯提供了一条大有可为的途径。本研究以光环效应理论和社会比较理论为基础,旨在深入探讨头像的外观、幽默和说服力对健康选择和顾客满意度的影响。研究 1 操作头像的外观(超模外观与普通外观),考察其对感知吸引力、温暖度和亲和力的影响。这些因素通过社会比较和期望吸引力的心理机制影响顾客的满意度和健康食品的选择。研究 2 和研究 3 进一步完善了这一理论模型,分别评估了外观与幽默(存在与不存在)和说服力(健康导向与美丽导向)之间的相互作用。此外,幽默调节了外观与吸引力之间的关系,而说服则调节了外观对社会比较和渴望吸引力的影响。研究局限/意义本研究在光环效应理论和社会比较理论之间架起了一座桥梁,为丰富学术界关于技术在酒店业中的作用的讨论提供了见解。本研究填补了这一空白,为制作具有吸引力和说服力的化身提供了指导。
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引用次数: 0
Virtual reality and perceptions of destination presence 虚拟现实与目的地存在感
IF 11.1 1区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Pub Date : 2024-03-25 DOI: 10.1108/ijchm-05-2023-0744
Hongxiao Yu, Haemoon Oh, Kuo-Ching Wang

Purpose

This study aims to examine the underlying emotional process that explains how context-specific stimuli involved in virtual reality (VR) destinations translate into presence perceptions and behavioral intentions.

Design/methodology/approach

In total, 403 potential tourists participated in a self-administered online survey after they watched a randomly assigned VR tour. The Lavaan package in R software was used to conduct structural equation analysis and examine the proposed theoretical framework.

Findings

The results reveal that media content consisting of informativeness, aesthetics and novelty was positively related to users’ sense of presence in a VR tour. The effect of media content on presence was partially mediated by emotional arousal.

Practical implications

Managers and VR designers can create an emotive virtual tour that contributes to the user’s sense of presence to promote attraction to the target destination. The VR content needs to be informative, aesthetic and novel, which can excite users during the VR tour, portray virtual destinations clearly and eventually influence potential tourists’ visit intentions.

Originality/value

Research on the emotional mechanism to generate presence is still in its infancy. This study integrates presence theory into a conceptual framework to explore how media content influences presence and decision-making through the emotional mechanism.

设计/方法/方法共有 403 名潜在游客在观看了随机分配的 VR 旅游项目后参与了自填式在线调查。结果结果表明,由信息性、美观性和新颖性组成的媒体内容与用户在 VR 旅游中的临场感呈正相关。实际意义管理者和 VR 设计者可以创建一个情感化的虚拟游览,增强用户的临场感,从而提高对目标目的地的吸引力。VR 内容需要具有信息量、美感和新颖性,这样才能在 VR 旅游过程中激发用户的兴趣,清晰地描绘虚拟目的地,并最终影响潜在游客的访问意图。本研究将临场感理论纳入概念框架,探讨媒体内容如何通过情感机制影响临场感和决策。
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International Journal of Contemporary Hospitality Management
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