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Virtual Reality Technology and Customer Delight in Theme Parks: The Role of Experience Quality
Title
Virtual Reality Technology and Customer Delight in Theme Parks: The Role of Experience Quality.
Creator
Jia, Chenge, Okumus, Fevzi, Fu, Xiaoxiao, Milman, Ady, Van Niekerk, Mathilda, Ozturk, Ahmet, University of Central Florida
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,...
Show moreWith 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.
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Date Issued
2018
Identifier
CFE0007404, ucf:52071
Format
Document (PDF)
PURL
http://purl.flvc.org/ucf/fd/CFE0007404
Scale Development to Measure the Co-Creation Experience, and Resulting Value and Behavioral Intentions in Museums, Exhibitions, and Installations
Title
Scale Development to Measure the Co-Creation Experience, and Resulting Value and Behavioral Intentions in Museums, Exhibitions, and Installations.
Creator
Mathis, Elaine, Okumus, Fevzi, Van Niekerk, Mathilda, Rivera, Manuel, Weber, Karin, Uysal, Muzaffer, University of Central Florida
Abstract / Description
The purpose of this study was to develop and test a scale that can measure the co-creation experience, resulting value, and behavioral intentions in MEI. The study addresses six objectives: (1) To propose a framework of co-creation, (2) To evaluate what constructs of co-creation are needed, (3) To analyze how and what value is created, (4) To evaluate how co-creation impacts behavioral intentions, (5) To evaluate how value impacts behavioral intentions, and (6) To create a model that tests...
Show moreThe purpose of this study was to develop and test a scale that can measure the co-creation experience, resulting value, and behavioral intentions in MEI. The study addresses six objectives: (1) To propose a framework of co-creation, (2) To evaluate what constructs of co-creation are needed, (3) To analyze how and what value is created, (4) To evaluate how co-creation impacts behavioral intentions, (5) To evaluate how value impacts behavioral intentions, and (6) To create a model that tests the co-creation experience and resulting value and behavioral intentions in MEI. This dissertation employed a mixed-method approach. A qualitative study was conducted to develop and define the constructs, wherein a survey was developed. The survey led into the quantitative portion of the study, which measured co-creation, so a scale was created and tested. Statistical analyses consisted of exploratory factor analyses, confirmatory factor analyses, and partial least squares structural equation modeling. Study results indicate that the developed co-creation scale is reliable and identified what dimensions of co-creation exist with MEI. The research findings suggest that co-creation can be used to facilitate more interactive experiences within the museum, exhibition, and installation environment. Co-creation not only encourages greater interaction but leads to enhanced value and positive behavioral intentions. This study provided a better understanding of the co-creation experience including how attendees co-create, and how to enhance the value added which can impact behavioral intentions. By identifying the constructs to measure co-creation, value, and behavioral intentions, event designs may be planned to stimulate true co-creation, welcoming the interaction and input from all actors. This study provided a (")Collage of Co-Creation(") which can direct future research to develop a comprehensive scale of co-creation.
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Date Issued
2018
Identifier
CFE0007224, ucf:52233
Format
Document (PDF)
PURL
http://purl.flvc.org/ucf/fd/CFE0007224