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Virtual Reality Technology and Customer Delight in Theme Parks: The Role of Experience Quality

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Date Issued:
2018
Abstract/Description:
With the rapid development of Virtual Reality (VR) technology, theme park companies are eager to apply VR technology to their attractions. Operating as highly hedonic consumption businesses, theme parks need to make sure that they offer unique and memorable experiences to customers in order to enhance their competitive advantages. However, empirical data is needed to understand whether and how VR technology will enhance visitors' experiences, including the quality of their experience, customer delight, and customer loyalty. Therefore, this study aims to examine how VR influences visitor's theme park experience quality, customer delight, and customer loyalty. Based on an in-depth literature review, a research model and hypotheses were developed. Through a self-administered questionnaire, empirical data was collected from theme park visitors who have experienced VR attractions during the past three months. According to the results of the study, the hedonism factor is the most important antecedent of customer delight, which in turn stimulates customer loyalty. Additionally, customer loyalty toward the VR attraction shows positively and partially mediated effects between customer delight and customer loyalty toward the theme park that contains the VR attraction. The study contributes to the empirical study of VR technology application and the concept of customer delight in the entertainment sector of the tourism industry. This study also suggests that theme park operators should emphasize offering a hedonic experience to customers. Suggestions for future research are also provided.
Title: Virtual Reality Technology and Customer Delight in Theme Parks: The Role of Experience Quality.
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Name(s): Jia, Chenge, Author
Okumus, Fevzi, Committee Chair
Fu, Xiaoxiao, Committee CoChair
Milman, Ady, Committee Member
Van Niekerk, Mathilda, Committee Member
Ozturk, Ahmet, Committee Member
University of Central Florida, Degree Grantor
Type of Resource: text
Date Issued: 2018
Publisher: University of Central Florida
Language(s): English
Abstract/Description: With the rapid development of Virtual Reality (VR) technology, theme park companies are eager to apply VR technology to their attractions. Operating as highly hedonic consumption businesses, theme parks need to make sure that they offer unique and memorable experiences to customers in order to enhance their competitive advantages. However, empirical data is needed to understand whether and how VR technology will enhance visitors' experiences, including the quality of their experience, customer delight, and customer loyalty. Therefore, this study aims to examine how VR influences visitor's theme park experience quality, customer delight, and customer loyalty. Based on an in-depth literature review, a research model and hypotheses were developed. Through a self-administered questionnaire, empirical data was collected from theme park visitors who have experienced VR attractions during the past three months. According to the results of the study, the hedonism factor is the most important antecedent of customer delight, which in turn stimulates customer loyalty. Additionally, customer loyalty toward the VR attraction shows positively and partially mediated effects between customer delight and customer loyalty toward the theme park that contains the VR attraction. The study contributes to the empirical study of VR technology application and the concept of customer delight in the entertainment sector of the tourism industry. This study also suggests that theme park operators should emphasize offering a hedonic experience to customers. Suggestions for future research are also provided.
Identifier: CFE0007404 (IID), ucf:52071 (fedora)
Note(s): 2018-05-01
M.S.
Hospitality Management, Hospitality Services
Masters
This record was generated from author submitted information.
Subject(s): virtual reality -- experience quality -- customer delight -- customer loyalty -- theme park
Persistent Link to This Record: http://purl.flvc.org/ucf/fd/CFE0007404
Restrictions on Access: campus 2023-11-15
Host Institution: UCF

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