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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