Revista de investigación turística y hotelería

A virtual reality exploration for visitors of tourism experience

Ling-Zhong Lin

The rapid development of Virtual Reality (VR) technology has become an opportunity to enrich VR tourism content and provide special interest tourism consumption. The challenge for the tourism industry in the future will be to enhance the tourist's experience in VR, which in turn guides people into the realm of tourist destinations and shapes the effectiveness of revisit intentions. In this study, a total of 26 subjects were invited to participate in the VR special interest tourism experience, and the ZMET method was used to empirically analyze how tourists express their inner value from the VR experience. The results of the study show that: Firstly, the presence in the virtual environment can improve tourists' perception of the VR experience; Secondly, the immersive feeling will make tourists have a stronger fondness and preference for special interest tourism; Thirdly, the richness and diversity of VR content will make tourists have a positive attitude change, which will also lead them to be more willing to visit the destination attractions. Therefore, this study provides empirical research to confirm that tourists have significantly different effects on attitude perception and behavioral changes between "Virtual" and "Physical" environments during the VR experience.