Cargando…
Does virtual reality attract visitors? The mediating effect of presence on consumer response in virtual reality tourism advertising
An experimental study was conducted to test the mediating effect of presence on the consumer response to tourism promotion using virtual reality (VR) technology. Hong Kong college students (N = 203) were assigned to three experimental groups in which they were exposed to a hotel advertorial on an on...
Autores principales: | , |
---|---|
Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
Springer Berlin Heidelberg
2020
|
Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7699019/ http://dx.doi.org/10.1007/s40558-020-00190-2 |
_version_ | 1783615952708960256 |
---|---|
author | Lo, Wai Han Cheng, Ka Lun Benjamin |
author_facet | Lo, Wai Han Cheng, Ka Lun Benjamin |
author_sort | Lo, Wai Han |
collection | PubMed |
description | An experimental study was conducted to test the mediating effect of presence on the consumer response to tourism promotion using virtual reality (VR) technology. Hong Kong college students (N = 203) were assigned to three experimental groups in which they were exposed to a hotel advertorial on an online blog, a VR 360° video on a mobile phone, or a VR 360° video using Google Cardboard goggles. The results supported the hypothesis that presence plays a mediating role in the relationship between the use of VR in tourism advertising and consumer response. As one of the first studies in the tourism field to investigate the effects of a virtual depiction of a real-world environment on consumption intentions, the findings reveal how VR technology can be used to promote a hotel by generating a sense of presence. This study makes a further contribution to the VR literature by finding that the use of Cardboard goggles did not produce a significantly greater sense of presence in the experience of advertorial viewers. The theoretical contributions and practical implications of the findings for the use of VR technology in branding and promotion are discussed. |
format | Online Article Text |
id | pubmed-7699019 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2020 |
publisher | Springer Berlin Heidelberg |
record_format | MEDLINE/PubMed |
spelling | pubmed-76990192020-12-01 Does virtual reality attract visitors? The mediating effect of presence on consumer response in virtual reality tourism advertising Lo, Wai Han Cheng, Ka Lun Benjamin Inf Technol Tourism Original Research An experimental study was conducted to test the mediating effect of presence on the consumer response to tourism promotion using virtual reality (VR) technology. Hong Kong college students (N = 203) were assigned to three experimental groups in which they were exposed to a hotel advertorial on an online blog, a VR 360° video on a mobile phone, or a VR 360° video using Google Cardboard goggles. The results supported the hypothesis that presence plays a mediating role in the relationship between the use of VR in tourism advertising and consumer response. As one of the first studies in the tourism field to investigate the effects of a virtual depiction of a real-world environment on consumption intentions, the findings reveal how VR technology can be used to promote a hotel by generating a sense of presence. This study makes a further contribution to the VR literature by finding that the use of Cardboard goggles did not produce a significantly greater sense of presence in the experience of advertorial viewers. The theoretical contributions and practical implications of the findings for the use of VR technology in branding and promotion are discussed. Springer Berlin Heidelberg 2020-11-28 2020 /pmc/articles/PMC7699019/ http://dx.doi.org/10.1007/s40558-020-00190-2 Text en © Springer-Verlag GmbH Germany, part of Springer Nature 2020 This article is made available via the PMC Open Access Subset for unrestricted research re-use and secondary analysis in any form or by any means with acknowledgement of the original source. These permissions are granted for the duration of the World Health Organization (WHO) declaration of COVID-19 as a global pandemic. |
spellingShingle | Original Research Lo, Wai Han Cheng, Ka Lun Benjamin Does virtual reality attract visitors? The mediating effect of presence on consumer response in virtual reality tourism advertising |
title | Does virtual reality attract visitors? The mediating effect of presence on consumer response in virtual reality tourism advertising |
title_full | Does virtual reality attract visitors? The mediating effect of presence on consumer response in virtual reality tourism advertising |
title_fullStr | Does virtual reality attract visitors? The mediating effect of presence on consumer response in virtual reality tourism advertising |
title_full_unstemmed | Does virtual reality attract visitors? The mediating effect of presence on consumer response in virtual reality tourism advertising |
title_short | Does virtual reality attract visitors? The mediating effect of presence on consumer response in virtual reality tourism advertising |
title_sort | does virtual reality attract visitors? the mediating effect of presence on consumer response in virtual reality tourism advertising |
topic | Original Research |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7699019/ http://dx.doi.org/10.1007/s40558-020-00190-2 |
work_keys_str_mv | AT lowaihan doesvirtualrealityattractvisitorsthemediatingeffectofpresenceonconsumerresponseinvirtualrealitytourismadvertising AT chengkalunbenjamin doesvirtualrealityattractvisitorsthemediatingeffectofpresenceonconsumerresponseinvirtualrealitytourismadvertising |