The Effects of Virtual Reality Technology on Visitor Experience: Legoland, Johor, Malaysia

Abstract

Nowdays, theme parks are a growingly common travel destination for tourists all over the world. According to Themed Entertainment Association (2016), theme parks provide an experience with a distinctive atmosphere and as such offer top-notch rides and attractions, a wide range of performances and events, environmental buildings and landscapes, options for dining, and eye-catching retail stores. Technology advancements have a significant impact on the travel and tourism sector, improving customer satisfaction by giving them a more immersive experience. Virtual reality (VR) is a new area of technological development that is increasingly being used in a variety of fields, including entertainment, marketing, and education (Guttentag, 2010). This research aims to understand how VR technology may enhance theme park visitors' experiences and actions. Data was gathered from 200 theme park guests who have experience VR roller coasters in the previous 12 months. The data was collected by using quantitative method. Statistical Package for Social Sciences (SPSS) was used for data analysis. The result of the study indicates that functional and experience has a significant impact on satisfaction and revisit intention at LEGOLAND Malaysia. The findings of this study can be used by the management to plan and implement marketing activities that will improve the services offered by the LEGOLAND Malaysia.