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http://dx.doi.org/10.7838/jsebs.2021.26.2.095

The Effects of VR-based Cultural Heritage Experience on Visit Intention  

Yoo, Kun Woo (School of Management, Kyung Hee University)
Hwang, Kyunghwa (School of Management, Kyung Hee University)
Kwon, Ohbyung (School of Management, Kyung Hee University)
Publication Information
The Journal of Society for e-Business Studies / v.26, no.2, 2021 , pp. 95-122 More about this Journal
Abstract
As it recently became a non-face-to-face society because of the COVID-19 Pandemics, attempts have been made to experience heritage based on virtual reality (VR). Despite the satisfaction of VR contents, however, questions are being raised about whether the VR experience leads to visit a heritage tour or reduces to visit a heritage tour. This study examined how VR-based heritage experiences affect the visit intention of heritage sites. In addition, this study investigated how VR-based experiences differently affect the visit intention compared to web-based experiences. To this end, based on the information success model proposed by DeLone and McLean, this study examined how the perception for system quality and information quality through VR (vs. web) experience affects the intention of visiting the historical site. The results demonstrated that satisfaction was positively influenced by the convenience of system quality and the presence and usefulness of information quality and that the presence and satisfaction positively affected continuance intention. In addition, continuous intention to use positively affected the visit intention of heritage sites. Lastly, it has been shown that the usefulness of information quality in groups experiencing content through the Web (vs. VR) has a greater impact on the intent of continuous use. Based on the results of this study, we discussed ways to organize tourism content to increase the intention of visiting heritage sites.
Keywords
COVID-19; Information System Success Model; Virtual Reality; Cultural Heritage; Continuance Intention; Visit Intention;
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