Zhong, Lina, Zhu, Mengyao, Li, Meiling, Morrison, Alastair M. ORCID: https://orcid.org/0000-0002-0754-1083 and Yang, Liyu (2024) Play alone or play together? A comparative study of single- and multi-person interactions in virtual tourism. Journal of Hospitality and Tourism Technology. ISSN 1757-9880 (doi:10.1108/JHTT-02-2024-0074)

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Abstract

Purpose – This paper aims to compare the differences between single- and multi-person interactions in virtual tourism, underpinned by the stimulus-organism-response (S-O-R) framework and media richness theory (MRT).
Design/methodology/approach – In this study, quantitative data gathered from questionnaires applied to 558 individuals was analyzed by utilizing PLS-SEM. The moderating role of interaction type was tested through multi-group difference analysis (MGA).
Findings - The results showed that vividness positively influenced telepresence, perceived attractiveness, and authentic experiences; telepresence positively affected authentic experiences and perceived attractiveness; and authentic experiences and perceived attractiveness positively impacted willingness to visit in both interaction groups. A difference was detected between the two groups in that perceptions of media vividness were more easily transformed into a willingness to visit through telepresence in the multi-person interaction group. Interaction type moderated the effect of vividness on telepresence. The vividness of the media had a more significant effect on telepresence among those who participated in virtual tourism together.
Originality/value – In this study, a model was developed to explain how media vividness affected willingness to visit by considering the relationships between telepresence, authentic experiences, and perceived attractiveness in virtual reality, as well as the social interaction aspect.

Item Type:	Article
Uncontrolled Keywords:	virtual tourism, media richness, stimulus-organism-response (S-O-R), telepresence, authentic experience, perceived attractiveness
Subjects:	G Geography. Anthropology. Recreation > GV Recreation Leisure H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor
Faculty / School / Research Centre / Research Group:	Greenwich Business School Greenwich Business School > School of Management and Marketing Greenwich Business School > Tourism and Marketing Research Centre (TMRC)
Last Modified:	11 Dec 2024 10:24
URI:	http://gala.gre.ac.uk/id/eprint/47830

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