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The importance of non-face-to-face tourism is growing due to the impact of COVID-19, and VR (virtual reality) is attracting attention as a solution to this need. This research investigates the antecedents of utilitarian and hedonic values based on the experience of VR tourism and identifies the relations between values and user visit intention. We performed an empirical study with data collected from 207 respondents from major VR online user communities. The results of the research show the antecedents of utilitarian value to be information access, flow, and interactivity; whereas the antecedents of hedonic value are flow, interactivity, and telepresence. Utilitarian and hedonic values both positively affect user visit intention. The results also show group differences in the relationship between research variables according to the personal degree of extraversion. These results provide key understandings to enable the adoption of the VR technology in tourism.
Lee et al. (2021) studied this question.