Abstract
The purpose of this study is to investigate whether the sense stimulation of VR affects experiential value and satisfaction, which, in turn, would influence visit intention to the destination featured in the VR. To this end, data were collected from visitors at a travel fair and a VR experience zone. The results of this study indicate that sense had a positive impact on experiential value (composed of extrinsic and intrinsic value), which brought about a positive impact on satisfaction in both the travel fair and VR experience zone. Satisfaction also positively affected intention to visit. The results of this study show that sensory stimuli at the travel fair had a strong impact on intrinsic value, whereas sensory stimuli at the VR experience zone had a strong impact on extrinsic value. In addition, both models at the travel fair and the VR experience zone revealed that intrinsic value had a greater effect on satisfaction than extrinsic value. The findings of this study contribute theoretically and practically to the VR tourism contents area.
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