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Effect of display methods on intentions to use virtual reality in museum tourism

Effect of display methods on intentions to use virtual reality in museum tourism

Wang, Jinwei, Sun, Yue, Zhang, Liyan, Zhang, Saiyin, Feng, Ling and Morrison, Alastair ORCID: 0000-0002-0754-1083 (2023) Effect of display methods on intentions to use virtual reality in museum tourism. Journal of Travel Research. pp. 1-21. ISSN 0047-2875 (Print), 1552-6763 (Online) (doi:https://doi.org/10.1177/00472875231164987)

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Abstract

The application of virtual reality (VR) promises unique visitor experiences in museum tourism; however, the underlying characteristics of the experiences still need to be well-researched. This research used world-famous paintings (Vincent van Gogh’s The Starry Night and Claude Monet’s Water Lilies) as examples, combining flow theory and Stimulus-Organism- Response framework and using the experimental research method. The findings were: (1) the display methods of museum exhibits affected visitor flow experience and intention to use VR; (2) flow experience had a significant mediating effect in the main effect, and (3) the familiarity with VR had a moderating effect on flow experience’s mediating effect. The findings enriched the research literature on VR usage and display methods in museums, providing a theoretical reference and strategic suggestions for enterprises developing museum exhibits and applying VR technology.

Item Type: Article
Uncontrolled Keywords: virtual reality; museum tourism, virtual tourism, display method, flow experience, intention to use VR
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
T Technology > T Technology (General)
Faculty / School / Research Centre / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
Faculty of Business > Tourism Research Centre
Last Modified: 27 Apr 2023 06:47
URI: http://gala.gre.ac.uk/id/eprint/41357

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