当虚拟现实与目的地营销相遇:存在在生动性和用户反应之间的中介作用

IF 4.5 3区 管理学 Q1 BUSINESS Journal of Vacation Marketing Pub Date : 2022-11-28 DOI:10.1177/13567667221141414
Chris Zhu, Don Chi Wai Wu, Yan Lu, L. Fong, Lena Silin She
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引用次数: 3

摘要

虚拟现实(VR)已被目的地营销组织(DMO)广泛采用来推广目的地。然而,现有文献缺乏坚实的理论基础来解释VR体验现象。为了填补这一研究空白,本研究旨在加深我们对两种不同存在(远程呈现和存在感)是如何形成的,以及它们如何影响VR体验后的用户反应的理解。提出了一个理论框架,包括生动性、存在感、临场感、满意度和访问意向。根据研究结果,两种不同的存在介导了生动性和满足感之间的积极关系,进而介导了意图。此外,还提供了理论和管理方面的见解。
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When Virtual Reality meets destination marketing: The mediating role of presences between vividness and user responses
Virtual Reality (VR) has been widely adopted by destination marketing organizations (DMOs) to promote a destination. However, the existing literature lacks a solid theoretical foundation to interpret the phenomenon of VR experience. To address this research gap, this study aims to advance our understanding of how two distinct presences (telepresence and sense of presence) are formed and how they influence user responses after VR experience. A theoretical framework was proposed including vividness, sense of presence, telepresence, satisfaction, and intention to visit. According to the findings, two distinct presences mediate the positive relationship between vividness and satisfaction, and consequently intention. Additionally, theoretical and managerial insights are provided.
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来源期刊
CiteScore
9.70
自引率
15.70%
发文量
54
期刊介绍: Journal of Vacation Marketing is a fully peer reviewed international journal that publishes original research and review articles on topics relating to the marketing of destinations and businesses/organisations involved in the wider tourism, hospitality and events industries. Its objective is to provide a forum for the publication of refereed academic papers and reviewed practitioner papers which are of direct relevance to industry, while meeting the highest standards of intellectual rigour.
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