Abstract

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.

Graduation Date

2018

Semester

Spring

Advisor

Okumus, Fevzi

Degree

Master of Science (M.S.)

College

Rosen College of Hospitality Management

Department

Hospitality Services

Degree Program

Hospitality and Tourism Management

Format

application/pdf

Identifier

CFE0007404

URL

http://purl.fcla.edu/fcla/etd/CFE0007404

Language

English

Release Date

November 2023

Length of Campus-only Access

5 years

Access Status

Masters Thesis (Campus-only Access)

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