Empirical Analysis Of The Influence Factors Of Immersive Experience Based On Virtual Reality (VR) On Tourist Behavior

Technology acceptance model(TAM)is the most widely used model in exploring users’ acceptance of a certain technology.So far,various extended and modified TAM models have been applied to different research backgrounds.Of course,the tourism industry is no exception.Several scholars have applied TAM model or its extended model to explore tourists’ willingness to use VR as a new technology.However,when people use a technology,they also consider the tradeoff between the benefits(benefits)of using it and the costs(sacrifices)of using it.Therefore,from the perspective of value-based adoption Model(VAM),this study investigates consumers’ perceived value and willingness to adopt virtual reality(VR)when evaluating different travel destinations.Then,based on the theory of presence and process,it further discusses how virtual reality technology improves the experience and behavior of virtual tourists.In study 1,the influence mechanism of tourists’ adoption of virtual reality technology was studied.Taking Nanchang VR Experience Museum as an example,we collected 238 valid questionnaires by questionnaire survey.Study 2 explores how virtual reality technology improves the experience and behavior of virtual tourists based on the theory of presence and process.Data of 332 tourists who had experienced virtual tourism were collected online.Finally we use structural equation model and multiple linear regression to test the hypothesis model.The results of study 1 showed that perceived fun and perceived discomfort were the two most important indicators of perceived benefit and perceived sacrifice,respectively.In addition,we found that perceived value and sensation-seeking behavior are also important predictors of VR adoption.The results of study 2 show that tourists’ sense of presence in the virtual environment mainly comes from the sense of immersion and the sense of control over the virtual environment,and the sense of presence has a significant positive impact on tourists’ subsequent visit intention.