期刊
JOURNAL OF DESTINATION MARKETING & MANAGEMENT
卷 12, 期 -, 页码 15-26出版社
ELSEVIER SCIENCE BV
DOI: 10.1016/j.jdmm.2019.02.003
关键词
Virtual reality; Motivation theory; Travel intention; Tourism marketing; Technology acceptance model; Tourist motivation
资金
- Humanities and Social Sciences Research Projects of Ministry of Education of China [18YJC630076]
- Philosophy and Social Science Research Project of Jiangsu Provincial Department of Education [2015SJB401]
- Humanities and Social Sciences Research Projects of Jiangsu Normal University [17XLW008, 16XWR033]
Although virtual reality (VR) has been found to be more effective in tourism marketing compared to traditional methods, few scholars have explored whether VR has any negative effect on tourism marketing. Based on extrinsic and intrinsic motivation theory, tourists' perceptions of a VR device and VR content are distinguished to explore whether VR could be a double-edged sword. Using a scenario-based questionnaire survey and an experiment, the study found that perceived enjoyment of VR mediates the positive effects of tourists' perceived ease of use and the usefulness of VR on their travel intention. However, the positive relationship is moderated by tourists' expected enjoyment of the destination. When the expected enjoyment of destination is low, higher perceived enjoyment of VR actually leads to lower travel intention. The findings of this study provide evidence that VR will inhibit tourists' travel intention under certain conditions and offer a new perspective for technology-related tourism studies.
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