Abstract
The purpose of this study is to apply experience economy theory to Smart Tourism and explore the influence of Virtual Reality (VR) experience factors on tourism satisfaction and behavioral intention. Moreover, it also investigated the moderating effect of presence. The model was tested using the empirical data collected from 380 tourists who had visited four Busan Virtual Reality (VR) experience zones in Busan during two weeks between November and December, 2018. The findings show that Virtual Reality (VR) experience factors had significant effect on tourism satisfaction. The results also suggested that tourism satisfaction positively influenced behavior intention. Lastly, presence plays a significant moderating role in the relationship between Virtual Reality (VR) experience factors and tourism satisfaction. Although this study was conducted based on the purpose of the study, since the data of this study was collected from the visitors of four Virtual Reality (VR) experience zones located in Busan, different results can be seen when conducting the same study with others in other areas. There is a limit to the differences in the presence of the experiment by the contents of Virtual Reality (VR).
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