Virtual reality (VR) technology is widely recognized as a powerful medium for providing immersive experiences, enabling users to engage deeply with detailed information about destinations in the tourism sector. This study aims to investigate how VR tour experiences influence consumer behavioral intentions by integrating flow theory with the experience economy framework. It specifically examines how different dimensions of the VR experience affect tourist satisfaction, intentions to revisit destinations offline, and intentions to reuse VR technology.
An empirical investigation was conducted with 350 participants who engaged in a 20-minute VR tour of cultural and historical tourist attractions in Hwaseong-si. Data were analyzed using partial least squares structural equation modeling to test a model in which immersive experiences (escapism and esthetics) are hypothesized to precede absorptive experiences (education and entertainment), with flow serving as a critical mediator.
The results indicate that immersive elements of VR serve as precursors to absorptive experiences. A state of flow characterized by autotelic experience, concentration, and immersion was found to significantly mediate the relationships between escapism and education, as well as between esthetics and entertainment. Furthermore, these educational and entertainment outcomes directly enhance overall satisfaction, thereby increasing the intention to reuse the VR and to visit the physical location.
The findings offer actionable strategies for VR tourism developers and destination marketers to prioritize immersive and flow-inducing elements to enhance educational and entertainment outcomes. For destination management organizations, these results suggest that VR should be marketed as a simpler experience. Thus, practitioners are encouraged to provide localized content to ensure that language barriers do not disrupt the flow state or the user's ability to immerse themselves in the virtual world.
This paper investigates the mediating role of flow within the four-dimensional framework of the experience economy, specifically in the context of VR tourism. It offers a novel perspective on the sequential nature of user engagement in virtual environments. For VR content developers and destination marketers, the findings emphasize that creating flow-conducive environments is essential for compelling storytelling.
