{"title":"真实性很重要：调查虚拟导览对好奇心和博物馆参观意愿的影响","authors":"Gaukhar Chekembayeva, Marion Garaus","doi":"10.1108/jsm-09-2023-0343","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>This study aims to investigate the impact of virtual museum tours on intentions to visit on-site museums. Furthermore, the role of an authentic virtual tour experience and its drivers is examined.</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>The results of two studies, a field study in collaboration with one of the most renowned museums in Austria (<em>n</em> = 227) and an online survey (<em>n</em> = 153), were analyzed with a series of mediation models.</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>Visual appeal and narrative quality were significant drivers of an authentic virtual tour experience. Curiosity mediated the positive effect of virtual tour usage intention on on-site museum visit intention.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>Although virtual reality has been considered a promising marketing tool in tourism, no research has explored the drivers of an authentic virtual tour experience. The findings of this study not only add new insights into the role of a virtual tour’s visual appeal and narrative quality in generating authentic experience and thus prompting virtual tour usage intentions but also demonstrate that virtual tours positively impact on-site visit intentions driven by curiosity.</p><!--/ Abstract__block -->","PeriodicalId":48294,"journal":{"name":"Journal of Services Marketing","volume":null,"pages":null},"PeriodicalIF":3.8000,"publicationDate":"2024-08-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Authenticity matters: investigating virtual tours’ impact on curiosity and museum visit intentions\",\"authors\":\"Gaukhar Chekembayeva, Marion Garaus\",\"doi\":\"10.1108/jsm-09-2023-0343\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<h3>Purpose</h3>\\n<p>This study aims to investigate the impact of virtual museum tours on intentions to visit on-site museums. Furthermore, the role of an authentic virtual tour experience and its drivers is examined.</p><!--/ Abstract__block -->\\n<h3>Design/methodology/approach</h3>\\n<p>The results of two studies, a field study in collaboration with one of the most renowned museums in Austria (<em>n</em> = 227) and an online survey (<em>n</em> = 153), were analyzed with a series of mediation models.</p><!--/ Abstract__block -->\\n<h3>Findings</h3>\\n<p>Visual appeal and narrative quality were significant drivers of an authentic virtual tour experience. Curiosity mediated the positive effect of virtual tour usage intention on on-site museum visit intention.</p><!--/ Abstract__block -->\\n<h3>Originality/value</h3>\\n<p>Although virtual reality has been considered a promising marketing tool in tourism, no research has explored the drivers of an authentic virtual tour experience. The findings of this study not only add new insights into the role of a virtual tour’s visual appeal and narrative quality in generating authentic experience and thus prompting virtual tour usage intentions but also demonstrate that virtual tours positively impact on-site visit intentions driven by curiosity.</p><!--/ Abstract__block -->\",\"PeriodicalId\":48294,\"journal\":{\"name\":\"Journal of Services Marketing\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":3.8000,\"publicationDate\":\"2024-08-27\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Services Marketing\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1108/jsm-09-2023-0343\",\"RegionNum\":4,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Services Marketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/jsm-09-2023-0343","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
Authenticity matters: investigating virtual tours’ impact on curiosity and museum visit intentions
Purpose
This study aims to investigate the impact of virtual museum tours on intentions to visit on-site museums. Furthermore, the role of an authentic virtual tour experience and its drivers is examined.
Design/methodology/approach
The results of two studies, a field study in collaboration with one of the most renowned museums in Austria (n = 227) and an online survey (n = 153), were analyzed with a series of mediation models.
Findings
Visual appeal and narrative quality were significant drivers of an authentic virtual tour experience. Curiosity mediated the positive effect of virtual tour usage intention on on-site museum visit intention.
Originality/value
Although virtual reality has been considered a promising marketing tool in tourism, no research has explored the drivers of an authentic virtual tour experience. The findings of this study not only add new insights into the role of a virtual tour’s visual appeal and narrative quality in generating authentic experience and thus prompting virtual tour usage intentions but also demonstrate that virtual tours positively impact on-site visit intentions driven by curiosity.
期刊介绍：
■Customer policy and service ■Marketing of services ■Marketing planning ■Service marketing abroad ■Service quality Capturing and retaining customers in a service industry is a vastly different activity to its product-based counterpart. The fickle nature of today"s consumer is a vital factor in understanding the factors which determine successful holding of market share - and the intense competition within the sector means practitioners must keep pace with new developments if they are to outwit competitors and develop customer loyalty.
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