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This paper examines factors influencing visitors’ intent to reuse Virtual Reality (VR) in Malaysian theme parks, focusing on perceived usefulness, ease of use, enjoyment, and compatibility, with visitor satisfaction mediating the relationship. Results suggest ease of use, enjoyment, and compatibility positively influence intent to reuse VR, with satisfaction mediating ease of use and compatibility’s impact. Recommendations include enhancing ease of use and enjoyment to retain customers, while acknowledging limitations in sample size and geographic scope, urging further research. Theme park managers can leverage VR technology based on these findings, advancing theoretical understanding and offering practical insights for management.
Tourism is a rapidly growing industry globally, and Malaysia is no exception, employing 3.1 million people, comprising 9.5% of the workforce. Malaysia’s conducive climate makes it an ideal location for theme parks, leading to continuous efforts to attract visitors. The integration of technology has enhanced visitor experiences, with theme parks incorporating virtual reality (VR) technology to enrich their offerings. VR is increasingly utilized in various fields, including entertainment and education, and many theme parks worldwide, including those in Malaysia, have adopted VR to attract more visitors. However, there is limited understanding of factors influencing visitors’ intention to reuse VR in theme parks, particularly regarding the compatibility with lifestyle. This study extends the Technology Acceptance Model (TAM) to include compatibility with lifestyle as a critical factor. Additionally, the study explores the mediating role of customer satisfaction in the relationship between perceived usefulness, ease of use, enjoyment, compatibility, and intention to reuse VR in parks. This research aims to fill gaps in empirical evidence concerning visitor experiences and behavioral intentions in the theme park context, responding to the need for further understanding of theme park guests’ behaviors. Specifically, it investigates the association between perceived ease of use, perceived usefulness, enjoyment, compatibility with lifestyle, intention to reuse VR, and visitor satisfaction among theme park visitors in Malaysia.
Perceived usefulness, ease of use, enjoyment, and compatibility with lifestyle are crucial factors influencing visitors’ intention to reuse virtual reality (VR) technology in theme parks. Perceived usefulness refers to the belief that employing VR technology enhances performance and achieves goals. Studies indicate a positive correlation between perceived usefulness and behavioral intent. Similarly, perceived ease of use, reflecting the belief that using VR is simple and convenient, positively influences intention to reuse VR. Enjoyment, the pleasure derived from using VR, is a significant motivator for reuse, supported by its impact on behavioral intention.
Compatibility with lifestyle, assessing how well VR fits with visitors’ habits and routines, also affects intention to reuse VR. Compatibility with existing values and beliefs encourages adoption of innovative technology. Visitors’ satisfaction, evaluated post-experience, is crucial for understanding consumption experiences. It acts as a mediator between various dimensions of the Technology Acceptance Model (TAM) and intention to reuse VR in theme parks. When visitors are satisfied with their VR experience, they are more likely to have positive attitudes toward the technology and the theme park, thus influencing their intention to reuse VR. This mediation is supported by existing literature, indicating that factors such as perceived usefulness, ease of use, and enjoyment precede satisfaction, which in turn fosters intention to reuse VR.
The tourism industry constantly seeks innovative ways to provide unique experiences to guests, with theme parks playing a significant role in generating demand and competition. Virtual reality (VR) offers a means for theme parks to enhance visitor experiences by immersing them in thrilling fantasy realms. However, a study among Malaysian theme park visitors revealed that perceived usefulness of VR did not significantly influence intention to reuse it, possibly due to the sample’s demographics suggesting a lack of tech-savviness. Conversely, perceived ease of use was positively associated with intention to reuse VR, aligning with previous findings across different contexts. Similarly, perceived enjoyment and compatibility with lifestyle were found to positively predict intention to reuse VR in theme parks, supported by existing literature. The study aimed to explore the mediating effect of visitor satisfaction but found no significant mediation between perceived usefulness/enjoyment and intention to reuse VR, rejecting certain hypotheses. However, satisfaction was found to mediate between ease of use/compatibility and intention to reuse VR, consistent with previous research suggesting satisfied consumers are more likely to repurchase products. Overall, the findings shed light on the complexities of VR adoption in theme parks and highlight the importance of factors like ease of use, enjoyment, and compatibility in influencing visitor intentions.
This study offers valuable theoretical insights into the hospitality and tourism literature by exploring a new relationship, focusing on the intention to re-use VR in theme parks. While previous research has examined re-use intention in various technological contexts, such as e-learning systems and mobile apps, there’s a notable gap in understanding VR re-use intention in theme parks, particularly in Malaysia. Anchored in the Technology Acceptance Model (TAM), the study investigates the dimensions of perceived usefulness, ease of use, enjoyment, and compatibility in predicting VR re-use intention. It also identifies visitors’ satisfaction as a mediating factor in this relationship, a rarely explored aspect in existing literature. The study’s findings have practical implications for theme parks, suggesting the adoption of VR technology to enhance visitor experiences and increase revisit intent. Additionally, ensuring ease of use and updating virtual environments regularly can further enhance satisfaction and re-use intention. Compatibility with visitors’ lifestyles emerges as a significant factor influencing re-use intention, highlighting the importance of aligning attractions with tourists’ preferences. Moreover, the study underscores the crucial role of visitor satisfaction as a mediator, emphasizing the need for park administrators to prioritize customer satisfaction to foster loyalty and sustain business growth in the tourism industry.
The study examined connections between perceived usefulness, ease of use, enjoyment, compatibility, and visitors’ intention to re-use VR in theme parks. Results showed only ease of use, enjoyment, and compatibility were associated with visitors’ intention to re-use VR. Customer satisfaction was found to mediate the relationship between ease of use, compatibility, and visitors’ intention to re-use VR. These findings contribute to tourism literature and offer practical implications for VR reuse in theme parks.
Source:
Mohammad Nurul Alam, Jamshid Ali Turi, Abul Bashar Bhuiyan, Sami Al Kharusi, Michael Oyenuga, Norhayah Zulkifli & Juman Iqbal (2024) Factors influencing intention for reusing virtual reality (VR) at theme parks: the mediating role of visitors satisfaction, Cogent Social Sciences, 10:1, DOI: 10.1080/23311886.2023.2298898