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A hedonic motivation model in virtual reality tourism: Comparing visitors and non-visitors

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  • Kim, Myung Ja
  • Hall, C. Michael

Abstract

Virtual reality (VR) tourism provides consumers with the opportunity to experience a destination in VR and can play a significant role in encouraging visitation and engaging in particular travel activities and behaviors. Hedonic motivation adoption frameworks with flow state and subjective well-being have been shown to have significant roles in continued use of information technology. However, research on a theoretically integrated hedonic motivation system adoption model (HMSAM) specifically with enjoyment, flow state, subjective well-being, and continued use has not previously been conducted with respect to VR tourism. To address this gap, this study develops and investigates a conceptually comprehensive model on the effect of consumers’ hedonic behaviors on continued use, with the moderating role of visitor or non-visitor at the destination portrayed in VR tourism. Results identified the highly significant effect of consumers’ perceived enjoyment on flow state and of flow state on subjective well-being. Continued use was greatly influenced by flow state and subjective well-being. Importantly for destinations association between usefulness and flow state had a significant moderating effect depending on whether a visitor or non-visitor. The findings offer new knowledge to researchers and industry in the VR tourism fields.

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  • Kim, Myung Ja & Hall, C. Michael, 2019. "A hedonic motivation model in virtual reality tourism: Comparing visitors and non-visitors," International Journal of Information Management, Elsevier, vol. 46(C), pages 236-249.
    • Handle: RePEc:eee:ininma:v:46:y:2019:i:c:p:236-249
    DOI: 10.1016/j.ijinfomgt.2018.11.016
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