The Impact of Virtual Reality Experiences on the Experiential Advocacy of Tourists Visiting Axon Virtual Reality Park

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Ghorbanzadeh Davood; TALEGHANI MOHAMMAD; RAHEHAGH ATENA

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Journal Paper

Paper Information

Journal: TOURISM AND DEVELOPMENT Year:2021 | Volume:10 | Issue:3 Page(s): 181-200

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Information Journal Paper

Title

The Impact of Virtual Reality Experiences on the Experiential Advocacy of Tourists Visiting Axon Virtual Reality Park

Author(s)

Ghorbanzadeh Davood | TALEGHANI MOHAMMAD | RAHEHAGH ATENA

Keywords

virtual reality experiences

experiential relationship quality

experiential advocacy

Axon park

Abstract

Advances in virtual reality technology have had an increasing impact on tourism, changing the way tourists experience a destination or attraction, allowing them to have a more interactive and diverse experience. Therefore, the purpose of the present study was to investigate the effect of virtual reality experiences on tourists' experiential advocacy with the mediating role of experiential relationship quality in visiting Axon virtual reality park in Mashhad. This research is descriptive and of the correlational type with emphasis on structural equation modeling. In order to achieve the purpose of the study, data were collected using a standard questionnaire whose validity was confirmed by experts and its reliability by Cronbach's alpha method,The 384 tourists who visited Axon Virtual Reality Park were collected by convenience sampling method. The results of testing hypotheses using SPSS and SmartPLS software indicate that among virtual reality experiences, immersion, interaction and illusion positively influence experiential satisfaction and experiential satisfaction directly and indirectly through experiential loyalty has a positive effect on experiential advocacy. Finally, experiential trust, not directly, but through experiential loyalty, creates experiential advocacy. The results of this study will also assist park and destination management in developing and implementing market-oriented service strategies to increase the dimensions of virtual reality experiences and the dimensions of experiential relationship quality and create experiential advocacy.

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APA: Copy

Ghorbanzadeh, Davood, TALEGHANI, MOHAMMAD, & RAHEHAGH, ATENA. (2021). The Impact of Virtual Reality Experiences on the Experiential Advocacy of Tourists Visiting Axon Virtual Reality Park. TOURISM AND DEVELOPMENT, 10(3 ), 181-200. SID. https://sid.ir/paper/1045245/en

Vancouver: Copy

Ghorbanzadeh Davood, TALEGHANI MOHAMMAD, RAHEHAGH ATENA. The Impact of Virtual Reality Experiences on the Experiential Advocacy of Tourists Visiting Axon Virtual Reality Park. TOURISM AND DEVELOPMENT[Internet]. 2021;10(3 ):181-200. Available from: https://sid.ir/paper/1045245/en

IEEE: Copy

Davood Ghorbanzadeh, MOHAMMAD TALEGHANI, and ATENA RAHEHAGH, “The Impact of Virtual Reality Experiences on the Experiential Advocacy of Tourists Visiting Axon Virtual Reality Park,” TOURISM AND DEVELOPMENT, vol. 10, no. 3 , pp. 181–200, 2021, [Online]. Available: https://sid.ir/paper/1045245/en

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