| Abstract [eng] |
The aim of this study is to analyze and evaluate the impact of authentic virtual reality (VR) experiences on user satisfaction and their intention to visit a museum offering VR experiences. The study is divided into three main parts: a review of scientific literature, the development of the research methodology, and the presentation of results and conclusions. The literature review section examines key concepts, including VR in tourism, the notion of authenticity in VR, and novelty-seeking in the context of tourism. It explores the relationships described in the literature between VR and emotional responses, as well as the impact of VR experiences on satisfaction and travel intention. Additionally, the TAM and SOR models, frequently referenced in VR research, were analyzed in the context of their application to VR studies. Based on the theoretical foundation, the study adopted the most suitable conceptual model for explaining consumer behavior SOR model. This model allows for an analysis of how external stimuli affect internal processes within the organism and how these processes lead to the user's final response. The research model was adapted by incorporating factors relevant to this study, such as authentic VR experiences, emotional engagement in VR, enjoyment of VR experiences, the state of flow during VR experiences, satisfaction with VR experiences, and the intention to visit a museum utilizing VR experiences. Based on the adapted model and prior research, hypotheses were developed to provide a comprehensive analysis of consumer behavior patterns and to support the study's findings. After developing the research methodology, a quantitative study was conducted. The research instrument was a structured online survey. Constructs validated in previous studies were used to assess opinions. The survey consisted of 10 questions based on constructs validated by various authors and modified for this study. A total of 298 respondents participated, with data from 290 respondents included in the analysis. The results showed that authentic VR experiences positively influence emotional engagement in VR, enjoyment of VR experiences, and the state of flow during VR experiences. It was determined that the moderating factor, novelty-seeking, significantly moderates the impact of authentic VR experiences on the state of flow in VR. Enjoyment of VR experiences and the flow state in VR positively affect satisfaction with VR experiences and the intention to visit a museum offering VR experiences. Satisfaction with VR experiences emerged as a strong and significant factor directly linked to the intention to visit such museums. Indirect regression analysis results indicated that satisfaction with VR experiences acts as a significant mediator in the relationships between enjoyment of VR experiences, the flow state in VR, and the intention to visit a museum using VR. These findings highlight the critical role of satisfaction as a mediator, enhancing the relationships between key constructs. Based on the study's findings, the conclusions of this research are significant not only for further studies on authentic VR experiences but also for the operations of museums and other cultural institutions. Insights into the impact of VR experiences on visitor satisfaction and their intention to visit museums can aid in making strategic decisions related to investments in innovative technologies, improving visitor experiences, and developing marketing strategies. Moreover, VR can serve as a sustainable tool to attract a broader audience, expand the tourism segment, and reduce pressure on popular tourist sites, while simultaneously contributing to the preservation of cultural and natural heritage. |
