Randomized trial reveals positive effect of anthropomorphism on tourist experience quality, suggesting a shift in user interaction dynamics.
Key Points
This research aims to explore the relationship between virtual tour guide anthropomorphism and the quality of tourist experiences in virtual reality tourism.
Grounded in uncanny valley theory, the research utilized quantitative analysis to measure user responses to virtual guides in VR tourism settings.
The study examined the influence of perceived eeriness and coolness as mediators in the relationship between anthropomorphism and user affinity.
A significant positive linear relationship was identified between virtual tour guide anthropomorphism and tourist experience quality (p < 0.05).
Perceived coolness was the dominant mediator affecting user affinity, overshadowing the traditional uncanny valley effects.
Tourist type moderated the main effects, indicating variations in responses based on individual differences.