Relationships Between Virtual Reality Experiences, Experiential Relationship Quality and Experiential Advocacy: The Case of Virtual Reality Park

Abstract

Advances in virtual reality technology have had an increasing impact on tourism, changing the way tourists experience a destination or attraction, allowing them to have a more interactive and diverse experience. This study aims to examine the relationships between the virtual reality experiences dimensions, the experiential relationship quality dimensions and experiential advocacy. A convenience sample of 344 tourists who visited at one virtual reality park in Mashhad City of Iran was surveyed. The results indicate that among virtual reality experiences of immersion, interaction and illusion have a positive effect on experiential satisfaction and experiential satisfaction has a direct and indirect effect on experiential advocacy through experiential loyalty. Ultimately, experiential trust does not directly, but through experiential loyalty, lead to the formation of experiential advocacy. The results will assist virtual reality park management in developing and implementing market-orientated service strategies to increase perceptions of the dimensions of virtual reality experiences, the experiential relationship quality dimensions and create experiential advocacy.

Keywords:

• Virtual reality experiences
• experiential relationship quality
• experiential advocacy
• virtual reality park
• Iran