The influence of virtual attractions on the willingness of potential tourists to visit cultural tourism destinations

• Autor(a) principal: Mingxuan Yang
• Data de Publicação: 2023
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/30169
• topic: Turismo cultural -- Cultural tourism; Interactivity; Tourist's experience; Virtual attraction; Atração virtual; Experiência do turista; Interatividade

As an important technology, Virtual Reality (VR) has attracted the attention of scholars from a wide range of disciplines for its vividness, immersion, and experience. It is also expected to have a significant impact on tourism. Currently, as the hottest topic of VR technology in foreign tourism academia, VR tourism marketing has attracted a lot of heated discussions. From different theoretical backgrounds and different perspectives, scholars have devoted themselves to exploring the mechanisms by which VR technology promotes potential tourists' willingness to travel to tourist destinations. However, due to the late emergence of the technology and the short period of academic attention, there is still much room for exploration of field studies on mechanisms and outcomes, and there has been an underappreciated area of cultural influence brought about by VR technology. This study creates a virtual attraction of its own, collects post-experience data through questionnaire survey method, tries to further supplement and improve the mechanism of virtual reality technology to promote potential tourists' intention to visit tourist destinations. The results show that:(1) the quality of the VR presentation is not a key factor affecting tourists' sense of experience;(2) the cultural aspect of VR is crucial, which directly affects tourists' willingness to spend money; (3) The importance of the design of interactivity is greater than the design of content aspects. On the premise of drawing relevant conclusions, this paper suggests that travel agents and destination managers of tourism marketing can promote and market tourism through VR technology, but in VR marketing, attention should be paid to try to innovate and develop the cultural resources contained in the attractions.