IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v14y2022i7p3975-d781159.html
   My bibliography  Save this article

Tourism Using Virtual Reality: Media Richness and Information System Successes

Author

Listed:
  • Un-Kon Lee

    (Department of Business Administration, The University of Suwon, Hwaseong 18323, Korea)

Abstract

Due to the COVID-19 pandemic outbreak, borders were closed, cities were blocked, and individuals went into quarantine. The market size of the tourism industry in 2020 declined by more than 70% compared to the previous year, regressing to the size it was 30 years ago. This does not mean that people’s needs for tourism have decreased. People started to use virtual reality technologies to get the experience of sightseeing even if they could not go directly to tourist attractions. Prior studies found that virtual reality technology is effective for online shopping and gaming contexts. However, there are insufficient studies investigating the effect of using virtual reality for tourism content. Therefore, this study attempts to verify how the media richness of virtual reality tourism content elicits various reactions from potential tourists in terms of perceived usefulness, perceived enjoyment, satisfaction, destination visit intention, and positive word-of-mouth intention. The purpose of this study is to verify how virtual reality tourism content increases the destination visit intention after the COVID-19 pandemic. Based on media richness theory and the information system success model, a hypothesis was developed. One hundred and eighty-two data were gathered from potential tourists who were in quarantine by performing an online scenario survey that used quasi-experiment methods. Data were analyzed with a PLS algorithm. The results indicate that media richness of tourism content using virtual reality significantly increased perceived usefulness and perceived enjoyment. It could significantly increase satisfaction, destination visit intention, and positive word-of-mouth intention. The results of this study explain how information technology can be used in the tourism industry, and they provide suggestions on why tourism content using virtual reality can be useful for attracting tourists, and what experiences it can provide tourists.

Suggested Citation

  • Un-Kon Lee, 2022. "Tourism Using Virtual Reality: Media Richness and Information System Successes," Sustainability, MDPI, vol. 14(7), pages 1-17, March.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:7:p:3975-:d:781159
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/14/7/3975/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/14/7/3975/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Peter B. Seddon, 1997. "A Respecification and Extension of the DeLone and McLean Model of IS Success," Information Systems Research, INFORMS, vol. 8(3), pages 240-253, September.
    2. Andreas I. Nicolaou & D. Harrison McKnight, 2006. "Perceived Information Quality in Data Exchanges: Effects on Risk, Trust, and Intention to Use," Information Systems Research, INFORMS, vol. 17(4), pages 332-351, December.
    3. Hjalager, Anne-Mette, 2010. "A review of innovation research in tourism," Tourism Management, Elsevier, vol. 31(1), pages 1-12.
    4. Zhenhui Jiang & Izak Benbasat, 2007. "Research Note---Investigating the Influence of the Functional Mechanisms of Online Product Presentations," Information Systems Research, INFORMS, vol. 18(4), pages 454-470, December.
    5. Stephanie Watts Sussman & Wendy Schneier Siegal, 2003. "Informational Influence in Organizations: An Integrated Approach to Knowledge Adoption," Information Systems Research, INFORMS, vol. 14(1), pages 47-65, March.
    6. D. Veena Parboteeah & Joseph S. Valacich & John D. Wells, 2009. "The Influence of Website Characteristics on a Consumer's Urge to Buy Impulsively," Information Systems Research, INFORMS, vol. 20(1), pages 60-78, March.
    7. Jaeki Song & Fatemeh Mariam Zahedi, 2005. "A Theoretical Approach to Web Design in E-Commerce: A Belief Reinforcement Model," Management Science, INFORMS, vol. 51(8), pages 1219-1235, August.
    8. Alan R. Dennis & Susan T. Kinney, 1998. "Testing Media Richness Theory in the New Media: The Effects of Cues, Feedback, and Task Equivocality," Information Systems Research, INFORMS, vol. 9(3), pages 256-274, September.
    9. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    10. Thomas P. Novak & Donna L. Hoffman & Yiu-Fai Yung, 2000. "Measuring the Customer Experience in Online Environments: A Structural Modeling Approach," Marketing Science, INFORMS, vol. 19(1), pages 22-42, May.
    11. Lei Zhu & Izak Benbasat & Zhenhui Jiang, 2010. "Let's Shop Online Together: An Empirical Investigation of Collaborative Online Shopping Support," Information Systems Research, INFORMS, vol. 21(4), pages 872-891, December.
    12. Richard L. Daft & Robert H. Lengel, 1986. "Organizational Information Requirements, Media Richness and Structural Design," Management Science, INFORMS, vol. 32(5), pages 554-571, May.
    13. Maity, Moutusy & Dass, Mayukh & Kumar, Piyush, 2018. "The impact of media richness on consumer information search and choice," Journal of Business Research, Elsevier, vol. 87(C), pages 36-45.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Hee-ju Kwon, 2022. "A New Trend of Tourism in the Post-COVID-19 Era: Big Data Analysis of Online Tours in Korea," Social Sciences, MDPI, vol. 11(12), pages 1-16, December.
    2. Po-Yuan Su & Peng-Wei Hsiao & Kuo-Kuang Fan, 2023. "Investigating the Relationship between Users’ Behavioral Intentions and Learning Effects of VR System for Sustainable Tourism Development," Sustainability, MDPI, vol. 15(9), pages 1-27, April.
    3. Aysan, Ahmet Faruk & Gozgor, Giray & Nanaeva, Zhamal, 2024. "Technological perspectives of Metaverse for financial service providers," Technological Forecasting and Social Change, Elsevier, vol. 202(C).
    4. Martina Zámková & Stanislav Rojík & Martin Prokop & Simona Činčalová & Radek Stolín, 2022. "Czech Consumers’ Preference for Organic Products in Online Grocery Stores during the COVID-19 Pandemic," IJERPH, MDPI, vol. 19(20), pages 1-14, October.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Un-Kon Lee, 2017. "International Tourism Advertisements on Social Media: Impact of Argument Quality and Source," Sustainability, MDPI, vol. 9(9), pages 1-18, August.
    2. Un-Kon Lee, 2021. "The Effect of Confirmation of Nation Brand Image in International Tourism Advertisement on Travel Intention of Foreign Tourists: The Case of Korean ITA for Chinese Tourists," SAGE Open, , vol. 11(1), pages 21582440209, January.
    3. Christophe Bezes, 2009. "E-Commerce Website Evaluation: A Critical Review," Working Papers hal-00611008, HAL.
    4. Amy Wenxuan Ding & Shibo Li & Patrali Chatterjee, 2015. "Learning User Real-Time Intent for Optimal Dynamic Web Page Transformation," Information Systems Research, INFORMS, vol. 26(2), pages 339-359, June.
    5. Diwanji, Vaibhav S. & Cortese, Juliann, 2020. "Contrasting user generated videos versus brand generated videos in ecommerce," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    6. Zhenhui (Jack) Jiang & Cheng Suang Heng & Ben C. F. Choi, 2013. "Research Note —Privacy Concerns and Privacy-Protective Behavior in Synchronous Online Social Interactions," Information Systems Research, INFORMS, vol. 24(3), pages 579-595, September.
    7. Tibert Verhagen & Daniel Bloemers, 2018. "Exploring the cognitive and affective bases of online purchase intentions: a hierarchical test across product types," Electronic Commerce Research, Springer, vol. 18(3), pages 537-561, September.
    8. Stefan Hoffmann & Tom Joerß & Robert Mai & Payam Akbar, 2022. "Augmented reality-delivered product information at the point of sale: when information controllability backfires," Journal of the Academy of Marketing Science, Springer, vol. 50(4), pages 743-776, July.
    9. Naim Zierau & Christian Hildebrand & Anouk Bergner & Francesc Busquet & Anuschka Schmitt & Jan Marco Leimeister, 2023. "Voice bots on the frontline: Voice-based interfaces enhance flow-like consumer experiences & boost service outcomes," Journal of the Academy of Marketing Science, Springer, vol. 51(4), pages 823-842, July.
    10. Taekyung Kim & Hwirim Jo & Yerin Yhee & Chulmo Koo, 2022. "Robots, artificial intelligence, and service automation (RAISA) in hospitality: sentiment analysis of YouTube streaming data," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(1), pages 259-275, March.
    11. Thomas Friedrich & Sebastian Schlauderer & Sven Overhage, 2021. "Some things are just better rich: how social commerce feature richness affects consumers’ buying intention via social factors," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(1), pages 159-180, March.
    12. Uhm, Jun-Phil & Kim, Sanghoon & Do, Chanwook & Lee, Hyun-Woo, 2022. "How augmented reality (AR) experience affects purchase intention in sport E-commerce: Roles of perceived diagnosticity, psychological distance, and perceived risks," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    13. Yunhui Huang & Kai H. Lim & Zhijie Lin & Shunping Han, 2019. "Large Online Product Catalog Space Indicates High Store Price: Understanding Customers’ Overgeneralization and Illogical Inference," Information Systems Research, INFORMS, vol. 30(3), pages 963-979, September.
    14. Hua Dai & A. F. Salam, 2020. "An Empirical Assessment of Service Quality, Service Consumption Experience and Relational Exchange in Electronic Mediated Environment (EME)," Information Systems Frontiers, Springer, vol. 22(4), pages 843-862, August.
    15. Sung S. Kim & Naresh K. Malhotra & Sridhar Narasimhan, 2005. "Research Note—Two Competing Perspectives on Automatic Use: A Theoretical and Empirical Comparison," Information Systems Research, INFORMS, vol. 16(4), pages 418-432, December.
    16. Ding, David Xin & Hu, Paul Jen-Hwa & Sheng, Olivia R. Liu, 2011. "e-SELFQUAL: A scale for measuring online self-service quality," Journal of Business Research, Elsevier, vol. 64(5), pages 508-515, May.
    17. Christophe Bezes, 2011. "Types de risques perçus et réducteurs de risques dans le commerce électronique : le cas du site Fnac.com," Post-Print hal-02086726, HAL.
    18. Nitin Walia & Mark Srite & Wendy Huddleston, 2016. "Eyeing the web interface: the influence of price, product, and personal involvement," Electronic Commerce Research, Springer, vol. 16(3), pages 297-333, September.
    19. de Camargo Fiorini, Paula & Roman Pais Seles, Bruno Michel & Chiappetta Jabbour, Charbel Jose & Barberio Mariano, Enzo & de Sousa Jabbour, Ana Beatriz Lopes, 2018. "Management theory and big data literature: From a review to a research agenda," International Journal of Information Management, Elsevier, vol. 43(C), pages 112-129.
    20. Mäntymäki, Matti & Salo, Jari, 2013. "Purchasing behavior in social virtual worlds: An examination of Habbo Hotel," International Journal of Information Management, Elsevier, vol. 33(2), pages 282-290.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:14:y:2022:i:7:p:3975-:d:781159. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.