Can virtual reality encourage repeat visitation? The mediating role of nostalgia

Yoon, Hyunseo (Violet)

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https://hdl.handle.net/2142/121454 Copy

Description

Title

Can virtual reality encourage repeat visitation? The mediating role of nostalgia

Author(s)

Yoon, Hyunseo (Violet)

Issue Date

2023-07-13

Director of Research (if dissertation) or Advisor (if thesis)

Zou, Suiwen

Doctoral Committee Chair(s)

• Santos, Carla A
• Zou, Suiwen

Committee Member(s)

• Sato, Mikihiro
• Vargas, Patrick

Department of Study

Recreation, Sport and Tourism

Discipline

Recreation, Sport, and Tourism

Degree Granting Institution

University of Illinois at Urbana-Champaign

Degree Name

Ph.D.

Degree Level

Dissertation

Keyword(s)

• tourism
• virtual reality
• destination marketing
• nostalgia
• virtual tourism
• experiment
• revisit intention
• mixed method
• sor framework
• sor model
• sense of presence, experimental design, destination loyalty

Abstract

The purpose of this research was to investigate the potential of virtual reality (VR) as a means of enhancing experiences and eliciting nostalgic thoughts of a previously visited destination and, in so doing, encouraging repeat visitation. Using the stimulus-organism-response (SOR) framework as a guiding theory, this research examined the effects of a sense of presence, facilitated by a VR stimulus focused on a previously visited destination, on tourists’ personal nostalgia and revisit intention. The moderating roles of temporal distance and destination satisfaction on the relationship between the sense of presence and personal nostalgia were also investigated. Based on the literature review, five hypotheses were proposed. To test the hypotheses, a mixed research method with an embedded design was adopted. A qualitative study (Phase 2) was embedded within a mixed-design laboratory VR experiment (Phase 1). In Phase 1, participants watched a 360-degree video about a visit to New York City (NYC) as a research stimulus. The experiment employed a 2 (between-subject: high vs. low sense of presence) by 2 (within-subjects: personal nostalgia and revisit intention before vs. after the research stimulus) design. In Phase 2, participants were asked to complete a survey consisting of a series of open-ended questions pertaining to their virtual NYC experience. The findings from Phase 2 were used to shed light on the findings from Phase 1. Results from Phase 1 showed that there were no statistically significant effects of the sense of presence on personal nostalgia and revisit intention. And there were no statistically significant moderating effects of temporal distance and destination satisfaction on the relationship between the sense of presence and personal nostalgia. However, personal nostalgia fully mediated the relationship between the sense of presence and revisit intention. Additional analyses revealed that personal nostalgia significantly increased after a VR destination experience, and temporal distance weakly moderated the relationship between a VR destination experience and personal nostalgia. Phase 2 supported most results from Phase 1. As for theoretical implications, this research supported the SOR framework by conducting a mixed-design experiment and contributed to the expansion of the SOR framework by applying it to the virtual environment. In addition, the significant moderating effects of temporal distance called for more research adopting the SOR framework to include contextual factors. This research contributed to the knowledge expansion of the concept of nostalgia by examining its relationship with the sense of presence, revisit intention, temporal distance, and destination satisfaction. This research suggested several practical implications. First, marketing campaigns evoking personal nostalgia would be effective to attract past visitors. Second, such campaigns may not need a VR presentation mode providing a high sense of presence to be effective. Third, targeting past visitors whose last visit to the destination was relatively distant in time, compared to recent, may yield greater effectiveness and efficiency. Lastly, providing a quality destination experience could save marketing costs to attract past visitors. Several limitations and recommendations for future research were discussed.

Graduation Semester

2023-08

Type of Resource

Thesis

Copyright and License Information

Copyright 2023 Hyunseo (Violet) Yoon

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