Gaining Loyalty Intention in Virtual Reality Tourism: A Lesson from US Tourists
DOI:
https://doi.org/10.35313/ijabr.v4i1.216Keywords:
Virtual reality tourism, Loyalty intention, Quality of VR tourism, VR satisfactionAbstract
This study (1) evaluates the loyalty intention model in virtual reality (VR) tourism, covering VR content quality, VR system quality, and VR satisfaction as its determinants, and (2) assesses the moderating role of demographic factors in the formation of the loyalty intention model. Data was collected using an online survey from 288 US tourists that have experienced visiting tourist destinations via VR. The data analysis, using partial least square, notes that VR content quality was the strongest predictor of tourist satisfaction and loyalty intention. Next, the multi-group analysis reveals that the demographic factors tend to insignificantly moderate the relationships between tested constructs in the loyalty intention model.
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References
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Buhrmester, M. D., Talaifar, S., & Gosling, S. D. (2018). An Evaluation of Amazon’s Mechanical Turk, Its Rapid Rise, and Its Effective Use. Perspectives on Psychological Science, 13(2), 149-154. doi:10.1177/1745691617706516
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Chi, C. G., Gursoy, D., & Qu, H. (2009). Demographic variables and loyalty formation: a systematic examination. Paper presented at the International CHRIE Conference-Refereed Track.
Chin, W. W., Peterson, R. A., & Brown, S. P. (2008). Structural Equation Modeling in Marketing: Some Practical Reminders. Journal of Marketing Theory and Practice, 16(4), 287-298. doi: 10.2753/MTP1069-6679160402
Cho, W. H., Lee, H., Kim, C., Lee, S., & Choi, K. S. (2004). The impact of visit frequency on the
relationship between service quality and outpatient satisfaction: a South Korean study. Health services research, 39(1), 13-34. doi: 10.1111/j.1475-6773.2004.00213.x
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Cohen, S. A., Prayag, G., & Moital, M. (2014). Consumer behaviour in tourism: Concepts, influences and opportunities. Current Issues in Tourism, 17(10), 872-909. doi: 10.1080/13683500.2013.850064
Correia, A., Zins, A. H., & Silva, F. (2015). Why do tourists persist in visiting the same destination? Tourism Economics, 21(1), 205-221. doi: 10.5367/te.2014.0443
Cui, Y., Mou, J., Cohen, J., & Liu, Y. (2019). Understanding information system success model and valence framework in sellers’ acceptance of cross-border e-commerce: a sequential multi-method approach. Electronic Commerce Research, 19(4), 885-914. doi: 10.1007/s10660-019-09331-0
Dean, D., & Suhartanto, D. (2019). The formation of visitor behavioral intention to creative tourism: the role of push–Pull motivation. Asia Pacific Journal of Tourism Research, 24(5), 393-403. doi: 10.1080/10941665.2019.1572631
Dean, D., Suhartanto, D., & Kusdibyo, L. (2019). Predicting Destination Image in Creative Tourism: A Comparative between Tourists and Residents. International Journal of Applied Business Research, 1(1), 1-15. doi: 10.35313/ijabr.v1i01.36
Diemer, J., Alpers, G. W., Peperkorn, H. M., Shiban, Y., & Mühlberger, A. (2015). The impact of
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Errichiello, L., Micera, R., Atzeni, M., & Del Chiappa, G. (2019). Exploring the implications of wearable virtual reality technology for museum visitors' experience: A cluster analysis. International Journal of Tourism Research, 21(5), 590-605. doi: 10.1002/jtr.2283
Evanschitzky, H., & Wunderlich, M. (2006). An examination of moderator effects in the four-stage loyalty model. Journal of Service Research, 8(4), 330-345. doi: 10.1177/1094670506286325
Flavián, C., Ibáñez-Sánchez, S., & Orús, C. (2019). The impact of virtual, augmented and mixed reality technologies on the customer experience. Journal of Business Research, 100, 547-560. doi: 10.1016/j.jbusres.2018.10.050
Flavián, C., Ibáñez-Sánchez, S., & Orús, C. (2021). Impacts of technological embodiment through virtual reality on potential guests’ emotions and engagement. Journal of Hospitality Marketing Management, 30(1), 1-20. doi: 10.1080/19368623.2020.1770146
Guttentag, D. A. (2010). Virtual reality: Applications and implications for tourism. Tourism
management, 31(5), 637-651. doi: /10.1016/j.tourman.2009.07.003
Hair Jr, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM): Sage publications.
Homburg, C., & Giering, A. (2001). Personal characteristics as moderators of the relationship between customer satisfaction and loyalty—an empirical analysis. Psychology Marketing, 18(1), 43-66. doi: 10.1002/1520-6793(200101)18:1<43::AID-MAR3>3.0.CO;2-I
Hudson, S., Matson-Barkat, S., Pallamin, N., & Jegou, G. (2019). With or without you? Interaction and immersion in a virtual reality experience. Journal of Business Research, 100, 459-468. doi: 10.1016/j.jbusres.2018.10.062
Jang, S., & Liu, Y. (2019). Continuance use intention with mobile augmented reality games. Information Technology People. 33(1), 37-55. doi: 10.1108/ITP-05-2018-0221
Jung, T. H., Lee, H., Chung, N., & tom Dieck, M. C. (2018). Cross-cultural differences in adopting mobile augmented reality at cultural heritage tourism sites. International Journal of Contemporary Hospitality Management. doi: 10.1108/IJCHM-02-2017-0084
Kees, J., Berry, C., Burton, S., & Sheehan, K. (2017). An Analysis of Data Quality: Professional Panels, Student Subject Pools, and Amazon's Mechanical Turk. Journal of Advertising, 46(1), 141-155. doi:10.1080/00913367.2016.1269304
Kim, M. J., & Hall, C. M. (2019). A hedonic motivation model in virtual reality tourism: Comparing visitors and non-visitors. International Journal of Information Management, 46, 236-249. doi: 10.1016/j.ijinfomgt.2018.11.016
Kim, M. J., Lee, C.-K., & Jung, T. (2020). Exploring consumer behavior in virtual reality tourism using an extended stimulus-organism-response model. Journal of Travel Research, 59(1), 69-89. doi: 10.1177/0047287518818915
Kim, M. J., Lee, C.-K., & Preis, M. W. (2020). The impact of innovation and gratification on authentic experience, subjective well-being, and behavioral intention in tourism virtual reality: The moderating role of technology readiness. Telematics Informatics, 49, 101349. doi: 10.1016/j.tele.2020.101349.
Kwok, A. O., & Koh, S. G. (2020). COVID-19 and extended reality (XR). Current Issues in Tourism, 1-6. doi: 10.1080/13683500.2020.1798896
Lee, M., Lee, S. A., Jeong, M., & Oh, H. (2020). Quality of virtual reality and its impacts on behavioral intention. International Journal of Hospitality Management, 90, 102595. doi:
10.1016/j.ijhm.2020.102595
Liu, Y., Hultman, M., Eisingerich, A. B., & Wei, X. (2020). How does brand loyalty interact with tourism destination? Exploring the effect of brand loyalty on place attachment. Annals of Tourism Research, 81, 102879. doi: 10.1016/j.annals.2020.102879
Loureiro, S. M. C., Guerreiro, J., & Ali, F. (2020). 20 years of research on virtual reality and augmented reality in tourism context: A text-mining approach. Tourism management, 77, 104028. doi: 10.1016/j.tourman.2019.104028
Mittal, V., & Kamakura, W. A. (2001). Satisfaction, repurchase intent, and repurchase behavior: Investigating the moderating effect of customer characteristics. Journal of marketing research, 38(1), 131-142. doi: 10.1509/jmkr.38.1.131.18832
Pleyers, G., & Poncin, I. (2020). Non-immersive virtual reality technologies in real estate: How customer experience drives attitudes toward properties and the service provider. Journal of Retailing Consumer Services, 57, 102175. doi: 10.1016/j.jretconser.2020.102175
Schirmer, N., Ringle, C. M., Gudergan, S. P., & Feistel, M. S. (2018). The link between customer satisfaction and loyalty: the moderating role of customer characteristics. Journal of Strategic Marketing, 26(4), 298-317. doi: 10.1080/0965254X.2016.1240214
Subawa, N. S., Widhiasthini, N. W., Astawa, I. P., Dwiatmadja, C., & Permatasari, N. P. I. (2021). The practices of virtual reality marketing in the tourism sector, a case study of Bali, Indonesia. Current Issues in Tourism, 1-12. doi: 10.1080/13683500.2020.1870940
Suhartanto, D. (2017). The role of store coopetition and attractiveness on the performance of tourism destination and its retail stores. International Journal of Tourism Policy, 7(2), 151-165. doi: 10.1504/IJTP.2017.10006051
Suhartanto, D., Brien, A., Primiana, I., Wibisono, N., & Triyuni, N. N. (2020). Tourist loyalty in creative tourism: the role of experience quality, value, satisfaction, and motivation. Current Issues in Tourism, 23(7), 867-879. doi: 10.1080/13683500.2019.1568400
Suhartanto, D., Dean, D., Chen, B., & Kusdibyo, L. (2020). Tourist experience with agritourism
attractions: what leads to loyalty? Tourism Recreation Research, 1-12. doi:10.1080/02508281.2020.1736251
Tenenhaus, S. M., Esposito, V., Chatelin, Y.-M., & Laura, C. (2005). PLS path modeling. Computational Statistics & Data Analysis, 48(1), 159-205. doi: 10.1016/j.csda.2004.03.005
Thaichon, P., Lobo, A., & Quach, T. N. (2016). The moderating role of age in customer loyalty formation process. Services Marketing Quarterly, 37(1), 52-70. doi: 10.1080/15332969.2015.1112184
Tussyadiah, I. P., Wang, D., Jung, T. H., & Tom Dieck, M. C. (2018). Virtual reality, presence, and attitude change: Empirical evidence from tourism. Tourism management, 66, 140-154. doi: 10.1016/j.tourman.2017.12.003
UNWTO. (2020). The Future Is Now! UNWTO Recognizes World’s Best Innovatiors Facing up to COVID-19 [Press release]. Retrieved from https://www.unwto.org/news/the-future-is-now-unwtorecognizes-world%E2%80%99s-best-innovators-facing-up-to-covid-19
Wei, W. (2019). Research progress on virtual reality (VR) and augmented reality (AR) in tourism and hospitality: A critical review of publications from 2000 to 2018. Journal of Hospitality and Tourism Technology, 10(4), 539-570. doi:10.1108/JHTT-04-2018-0030
Wei, W., Qi, R., & Zhang, L. (2019). Effects of virtual reality on theme park visitors' experience and behaviors: A presence perspective. Tourism management, 71, 282-293. doi: 10.1016/j.tourman.2018.10.024
Wu, H.-C., Ai, C.-H., & Cheng, C.-C. (2019). Virtual reality experiences, attachment and experiential outcomes in tourism. Tourism Review, 75(3), 481-495. doi:10.1108/TR-06-2019-0205.
Wu, H.-C., & Cheng, C.-C. (2018). What drives experiential loyalty toward smart restaurants? The case study of KFC in Beijing. Journal of Hospitality Marketing Management, 27(2), 151-177. doi: 10.1080/19368623.2017.1344952
Yung, R., Khoo-Lattimore, C., Prayag, G., & Surovaya, E. (2021). Around the world in less than a day: virtual reality, destination image and perceived destination choice risk in family tourism. Tourism Recreation Research, 46(1), 3-18. doi: 10.1080/02508281.2020.1788351
Alzahrani, A. I., Mahmud, I., Ramayah, T., Alfarraj, O., & Alalwan, N. (2019). Modelling digital library success using the DeLone and McLean information system success model. Journal of Librarianship Information Science, 51(2), 291-306. doi: 10.1177/0961000617726123
Buhrmester, M. D., Talaifar, S., & Gosling, S. D. (2018). An Evaluation of Amazon’s Mechanical Turk, Its Rapid Rise, and Its Effective Use. Perspectives on Psychological Science, 13(2), 149-154. doi:10.1177/1745691617706516
Chen, C.-C., & Tsai, J.-L. (2019). Determinants of behavioral intention to use the Personalized Location based Mobile Tourism Application: An empirical study by integrating TAM with ISSM. Future Generation Computer Systems, 96, 628-638. doi: 10.1016/j.future.2017.02.028
Chi, C. G., Gursoy, D., & Qu, H. (2009). Demographic variables and loyalty formation: a systematic examination. Paper presented at the International CHRIE Conference-Refereed Track.
Chin, W. W., Peterson, R. A., & Brown, S. P. (2008). Structural Equation Modeling in Marketing: Some Practical Reminders. Journal of Marketing Theory and Practice, 16(4), 287-298. doi: 10.2753/MTP1069-6679160402
Cho, W. H., Lee, H., Kim, C., Lee, S., & Choi, K. S. (2004). The impact of visit frequency on the
relationship between service quality and outpatient satisfaction: a South Korean study. Health services research, 39(1), 13-34. doi: 10.1111/j.1475-6773.2004.00213.x
Choi, Y., Hickerson, B., & Lee, J. (2018). Investigation of the technology effects of online travel media on virtual travel experience and behavioral intention. Journal of Travel Tourism Marketing, 35(3), 320-335. doi: 10.1080/10548408.2017.1340224
Cohen, S. A., Prayag, G., & Moital, M. (2014). Consumer behaviour in tourism: Concepts, influences and opportunities. Current Issues in Tourism, 17(10), 872-909. doi: 10.1080/13683500.2013.850064
Correia, A., Zins, A. H., & Silva, F. (2015). Why do tourists persist in visiting the same destination? Tourism Economics, 21(1), 205-221. doi: 10.5367/te.2014.0443
Cui, Y., Mou, J., Cohen, J., & Liu, Y. (2019). Understanding information system success model and valence framework in sellers’ acceptance of cross-border e-commerce: a sequential multi-method approach. Electronic Commerce Research, 19(4), 885-914. doi: 10.1007/s10660-019-09331-0
Dean, D., & Suhartanto, D. (2019). The formation of visitor behavioral intention to creative tourism: the role of push–Pull motivation. Asia Pacific Journal of Tourism Research, 24(5), 393-403. doi: 10.1080/10941665.2019.1572631
Dean, D., Suhartanto, D., & Kusdibyo, L. (2019). Predicting Destination Image in Creative Tourism: A Comparative between Tourists and Residents. International Journal of Applied Business Research, 1(1), 1-15. doi: 10.35313/ijabr.v1i01.36
Diemer, J., Alpers, G. W., Peperkorn, H. M., Shiban, Y., & Mühlberger, A. (2015). The impact of
perception and presence on emotional reactions: a review of research in virtual reality. 6(26). doi:10.3389/fpsyg.2015.00026
Errichiello, L., Micera, R., Atzeni, M., & Del Chiappa, G. (2019). Exploring the implications of wearable virtual reality technology for museum visitors' experience: A cluster analysis. International Journal of Tourism Research, 21(5), 590-605. doi: 10.1002/jtr.2283
Evanschitzky, H., & Wunderlich, M. (2006). An examination of moderator effects in the four-stage loyalty model. Journal of Service Research, 8(4), 330-345. doi: 10.1177/1094670506286325
Flavián, C., Ibáñez-Sánchez, S., & Orús, C. (2019). The impact of virtual, augmented and mixed reality technologies on the customer experience. Journal of Business Research, 100, 547-560. doi: 10.1016/j.jbusres.2018.10.050
Flavián, C., Ibáñez-Sánchez, S., & Orús, C. (2021). Impacts of technological embodiment through virtual reality on potential guests’ emotions and engagement. Journal of Hospitality Marketing Management, 30(1), 1-20. doi: 10.1080/19368623.2020.1770146
Guttentag, D. A. (2010). Virtual reality: Applications and implications for tourism. Tourism
management, 31(5), 637-651. doi: /10.1016/j.tourman.2009.07.003
Hair Jr, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM): Sage publications.
Homburg, C., & Giering, A. (2001). Personal characteristics as moderators of the relationship between customer satisfaction and loyalty—an empirical analysis. Psychology Marketing, 18(1), 43-66. doi: 10.1002/1520-6793(200101)18:1<43::AID-MAR3>3.0.CO;2-I
Hudson, S., Matson-Barkat, S., Pallamin, N., & Jegou, G. (2019). With or without you? Interaction and immersion in a virtual reality experience. Journal of Business Research, 100, 459-468. doi: 10.1016/j.jbusres.2018.10.062
Jang, S., & Liu, Y. (2019). Continuance use intention with mobile augmented reality games. Information Technology People. 33(1), 37-55. doi: 10.1108/ITP-05-2018-0221
Jung, T. H., Lee, H., Chung, N., & tom Dieck, M. C. (2018). Cross-cultural differences in adopting mobile augmented reality at cultural heritage tourism sites. International Journal of Contemporary Hospitality Management. doi: 10.1108/IJCHM-02-2017-0084
Kees, J., Berry, C., Burton, S., & Sheehan, K. (2017). An Analysis of Data Quality: Professional Panels, Student Subject Pools, and Amazon's Mechanical Turk. Journal of Advertising, 46(1), 141-155. doi:10.1080/00913367.2016.1269304
Kim, M. J., & Hall, C. M. (2019). A hedonic motivation model in virtual reality tourism: Comparing visitors and non-visitors. International Journal of Information Management, 46, 236-249. doi: 10.1016/j.ijinfomgt.2018.11.016
Kim, M. J., Lee, C.-K., & Jung, T. (2020). Exploring consumer behavior in virtual reality tourism using an extended stimulus-organism-response model. Journal of Travel Research, 59(1), 69-89. doi: 10.1177/0047287518818915
Kim, M. J., Lee, C.-K., & Preis, M. W. (2020). The impact of innovation and gratification on authentic experience, subjective well-being, and behavioral intention in tourism virtual reality: The moderating role of technology readiness. Telematics Informatics, 49, 101349. doi: 10.1016/j.tele.2020.101349.
Kwok, A. O., & Koh, S. G. (2020). COVID-19 and extended reality (XR). Current Issues in Tourism, 1-6. doi: 10.1080/13683500.2020.1798896
Lee, M., Lee, S. A., Jeong, M., & Oh, H. (2020). Quality of virtual reality and its impacts on behavioral intention. International Journal of Hospitality Management, 90, 102595. doi:
10.1016/j.ijhm.2020.102595
Liu, Y., Hultman, M., Eisingerich, A. B., & Wei, X. (2020). How does brand loyalty interact with tourism destination? Exploring the effect of brand loyalty on place attachment. Annals of Tourism Research, 81, 102879. doi: 10.1016/j.annals.2020.102879
Loureiro, S. M. C., Guerreiro, J., & Ali, F. (2020). 20 years of research on virtual reality and augmented reality in tourism context: A text-mining approach. Tourism management, 77, 104028. doi: 10.1016/j.tourman.2019.104028
Mittal, V., & Kamakura, W. A. (2001). Satisfaction, repurchase intent, and repurchase behavior: Investigating the moderating effect of customer characteristics. Journal of marketing research, 38(1), 131-142. doi: 10.1509/jmkr.38.1.131.18832
Pleyers, G., & Poncin, I. (2020). Non-immersive virtual reality technologies in real estate: How customer experience drives attitudes toward properties and the service provider. Journal of Retailing Consumer Services, 57, 102175. doi: 10.1016/j.jretconser.2020.102175
Schirmer, N., Ringle, C. M., Gudergan, S. P., & Feistel, M. S. (2018). The link between customer satisfaction and loyalty: the moderating role of customer characteristics. Journal of Strategic Marketing, 26(4), 298-317. doi: 10.1080/0965254X.2016.1240214
Subawa, N. S., Widhiasthini, N. W., Astawa, I. P., Dwiatmadja, C., & Permatasari, N. P. I. (2021). The practices of virtual reality marketing in the tourism sector, a case study of Bali, Indonesia. Current Issues in Tourism, 1-12. doi: 10.1080/13683500.2020.1870940
Suhartanto, D. (2017). The role of store coopetition and attractiveness on the performance of tourism destination and its retail stores. International Journal of Tourism Policy, 7(2), 151-165. doi: 10.1504/IJTP.2017.10006051
Suhartanto, D., Brien, A., Primiana, I., Wibisono, N., & Triyuni, N. N. (2020). Tourist loyalty in creative tourism: the role of experience quality, value, satisfaction, and motivation. Current Issues in Tourism, 23(7), 867-879. doi: 10.1080/13683500.2019.1568400
Suhartanto, D., Dean, D., Chen, B., & Kusdibyo, L. (2020). Tourist experience with agritourism
attractions: what leads to loyalty? Tourism Recreation Research, 1-12. doi:10.1080/02508281.2020.1736251
Tenenhaus, S. M., Esposito, V., Chatelin, Y.-M., & Laura, C. (2005). PLS path modeling. Computational Statistics & Data Analysis, 48(1), 159-205. doi: 10.1016/j.csda.2004.03.005
Thaichon, P., Lobo, A., & Quach, T. N. (2016). The moderating role of age in customer loyalty formation process. Services Marketing Quarterly, 37(1), 52-70. doi: 10.1080/15332969.2015.1112184
Tussyadiah, I. P., Wang, D., Jung, T. H., & Tom Dieck, M. C. (2018). Virtual reality, presence, and attitude change: Empirical evidence from tourism. Tourism management, 66, 140-154. doi: 10.1016/j.tourman.2017.12.003
UNWTO. (2020). The Future Is Now! UNWTO Recognizes World’s Best Innovatiors Facing up to COVID-19 [Press release]. Retrieved from https://www.unwto.org/news/the-future-is-now-unwtorecognizes-world%E2%80%99s-best-innovators-facing-up-to-covid-19
Wei, W. (2019). Research progress on virtual reality (VR) and augmented reality (AR) in tourism and hospitality: A critical review of publications from 2000 to 2018. Journal of Hospitality and Tourism Technology, 10(4), 539-570. doi:10.1108/JHTT-04-2018-0030
Wei, W., Qi, R., & Zhang, L. (2019). Effects of virtual reality on theme park visitors' experience and behaviors: A presence perspective. Tourism management, 71, 282-293. doi: 10.1016/j.tourman.2018.10.024
Wu, H.-C., Ai, C.-H., & Cheng, C.-C. (2019). Virtual reality experiences, attachment and experiential outcomes in tourism. Tourism Review, 75(3), 481-495. doi:10.1108/TR-06-2019-0205.
Wu, H.-C., & Cheng, C.-C. (2018). What drives experiential loyalty toward smart restaurants? The case study of KFC in Beijing. Journal of Hospitality Marketing Management, 27(2), 151-177. doi: 10.1080/19368623.2017.1344952
Yung, R., Khoo-Lattimore, C., Prayag, G., & Surovaya, E. (2021). Around the world in less than a day: virtual reality, destination image and perceived destination choice risk in family tourism. Tourism Recreation Research, 46(1), 3-18. doi: 10.1080/02508281.2020.1788351
Published
January 18, 2022
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Mohagegh, F., Sobarna, A., & Zahraputeri, A. (2022). Gaining Loyalty Intention in Virtual Reality Tourism: A Lesson from US Tourists. International Journal of Applied Business Research, 4(1), 1–15. https://doi.org/10.35313/ijabr.v4i1.216
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