scholarly journals Exploring the Utilitarian and Hedonic Value Derived from Tourism Pre-experiences with Virtual Reality: Differences Between Destinations and Accommodations

2022 ◽  
pp. 498-503
Author(s):  
Carlos Flavián ◽  
Sergio Ibáñez-Sánchez ◽  
Carlos Orús
Keyword(s):  
Virtual Reality ◽  
Perceived Value ◽  
Customer Experience ◽  
Tourism Industry ◽  
Added Value ◽  
Hedonic Value ◽  
Great Uncertainty ◽  
Utilitarian Value ◽  
Hedonic Utilitarian ◽  
The Impact

AbstractThe tourism industry is in a convulsive situation of great uncertainty. The recovery of the sector depends on boosting digitalization processes. In this sense, virtual reality represents an essential tool that can generate added value in the customer experience. This study analyzes the impact of virtual reality tourism pre-experiences on the utilitarian and hedonic value perceived by the customer. In addition, given the heterogeneity of tourism products and offers, it is proposed that the influence of virtual reality on the dimensions of perceived value will depend on whether the product is evaluated on an attribute basis (hotels) or holistically (destinations). The results will provide interesting implications for understanding and generating tourism experiences with high added value. Particularly, these results will be helpful for tourism managers to design effective virtual reality pre-experiences according to the features of the tourism products they are promoting, fostering the corresponding hedonic/utilitarian value in the tourist’s pre-experience.

scholarly journals Customer Experience and Behavioral Intentions: The Mediation Role of Customer Perceived Value

2019 ◽  
Vol 7 (10) ◽  
Author(s):  
Fortune Edem Amenuvor ◽  
Kwasi Owusu-Antwi ◽  
Richard Basilisco ◽  
Bae Seong-Chan
Keyword(s):  
Behavioral Intentions ◽  
Perceived Value ◽  
Customer Experience ◽  
Structural Equations ◽  
Mediating Effect ◽  
Mediating Role ◽  
Hedonic Value ◽  
Customer Perceived Value ◽  
Utilitarian Value

The overarching aim of this research is to empirically test the effect of customer experience on customer perceived value and behavioral intentions while assessing the mediating role of customer perceived value. To achieve this aim, we collect data from 338 customers of restaurants in South Korea. The hypotheses intended to achieve this aim are tested using the structural equations modeling technique. The outcome of the research reveals that customer experience positively and significantly affects behavioral intentions. Additionally, customer experience has a significant positive effect on both hedonic and utilitarian value respectively. Hedonic value positively and significantly predicts behavioral intents while utilitarian value is negative but significantly related to behavioral intentions. The study further finds support for a mediating effect of hedonic value on the relationship between customer experience and behavioral intentions. The current study provides managerial and theoretical insights into understanding customer experience management, customer perceived value, and customer behavioral intentions.

scholarly journals Does VR Tourism Enhance Users’ Experience?

2021 ◽  
Vol 13 (2) ◽  
pp. 806
Author(s):  
Won-jun Lee ◽  
Yong Hee Kim
Keyword(s):  
Virtual Reality ◽  
Information Access ◽  
Group Differences ◽  
Face To Face ◽  
Hedonic Value ◽  
Utilitarian Value ◽  
User Communities ◽  
The Impact ◽  
The Relationship ◽  
Research Show

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.

Understanding virtual reality continuance: an extended perspective of perceived value

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Heetae Yang ◽  
Sang-Yeal Han
Keyword(s):  
Virtual Reality ◽  
Service Providers ◽  
Perceived Value ◽  
Value Theory ◽  
Ease Of Use ◽  
Research Model ◽  
Continuance Intention ◽  
Content Type ◽  
Hedonic Value ◽  
Utilitarian Value

PurposeThe purpose of this paper is to develop an integrated research model that can explain current users' continuance intention regarding the adoption of virtual reality (VR).Design/methodology/approachThis study builds a new research model based on the perceived value theory. The model and the hypotheses formulated are tested using partial least squares analysis with 295 respondents.FindingsBoth utilitarian value and hedonic value have positive impacts on VR users' continuance intention. Among the four constructs reflecting VR device and service-related attributes, content quality and ease of use have significant impacts on the utilitarian value and hedonic value. Visual attractiveness is positively associated with hedonic value while portability affected only utilitarian value.Practical implicationsTo increase users' retention of VR, VR service providers should focus developing high-quality VR content, and VR device manufacturers should consider both ease of use and visual attractiveness of VR devices.Originality/valueThis study is the first empirical study to investigate user adoption of VR devices and services synthetically, as most of prior studies related to VR adoption mainly focused on VR devices or specific services.

scholarly journals An Empirical Test of Brand Love and Brand Loyalty for Restaurants during the COVID-19 Era: A Moderated Moderation Approach

2021 ◽  
Vol 13 (17) ◽  
pp. 9968
Author(s):  
Huifeng Pan ◽  
Hong-Youl Ha
Keyword(s):  
Brand Loyalty ◽  
Empirical Test ◽  
Perceived Value ◽  
Brand Love ◽  
Relationship Duration ◽  
Hedonic Value ◽  
Utilitarian Value ◽  
Using Data ◽  
The Impact ◽  
The Relationship

Although brand love–loyalty relationships can deepen, the literature does not include systematic and empirical investigations demonstrating when perceived value and relationship duration are valuable in enhancing the brand love–loyalty relationship. This study investigates the effects of relationship duration, perceived value, and restaurant type on the relationships between brand love and brand loyalty during the coronavirus disease of 2019 (COVID-19) pandemic. In particular, hedonic value rather than utilitarian value is hypothesized to negatively enhance the relationship between brand love and brand loyalty when consumers continue to have long-lasting relationships with a restaurant brand. Using data collected from an online research firm in Korea, the findings revealed that brand love negatively influences brand loyalty. However, the impact of brand love on brand loyalty increases when customers seek hedonic value. Our findings also demonstrate that consumers who sought hedonic value strengthened the brand love–loyalty link compared to consumers who sought utilitarian value, particularly one with a short-lasting relationship. Consumers who sought utilitarian value through a long-lasting relationship strengthened the same relationship, although the increased correlation was not statistically significant. Furthermore, brand loyalty gradually decreases at fine-dining restaurants, whereas it sharply increases at takeaway restaurants.

Effect of product attribute beliefs of ready-to-drink coffee beverages on consumer-perceived value and repurchase intention

2016 ◽  
Vol 118 (12) ◽  
pp. 2963-2980 ◽  
Author(s):  
Edward S.-T. Wang ◽  
Jia-Rong Yu
Keyword(s):  
Structural Equation ◽  
Perceived Value ◽  
Repurchase Intention ◽  
Product Attribute ◽  
Content Type ◽  
Repurchase Intentions ◽  
Hedonic Value ◽  
Value Perceptions ◽  
Utilitarian Value ◽  
Functional Attribute

Purpose The purpose of this paper is to explore the effect of the product attribute beliefs of ready-to-drink (RTD) coffee beverages (i.e. content sensory, packaging and branding, and content functional attributes) on perceived value (i.e. utilitarian and hedonic value) and repurchase intention. Design/methodology/approach In the study survey, 401 participants who had purchased RTD coffee beverages within the previous month were included. Structural equation modelling was employed to analyse the survey data. Findings The findings indicate that consumers of RTD coffee beverages form utilitarian and hedonic value perceptions through content sensory, packaging and branding, and content functional attribute beliefs. Furthermore, utilitarian value is one of the most crucial determinants of repurchase intentions. The findings further reveal that whereas content functional attribute beliefs have a dominant influence on utilitarian value, content sensory attribute beliefs have a greater influence on hedonic value. Originality/value The findings of this study can serve as a reference for RTD coffee beverage companies to develop new products and communication strategies.

scholarly journals The Relationships among Perceived Value, Intention to Use Hashtags, eWOM, and Brand Loyalty of Air Travelers

2019 ◽  
Vol 11 (22) ◽  
pp. 6523 ◽  
Author(s):  
Kim ◽  
Hyun
Keyword(s):  
Behavioral Intention ◽  
Brand Loyalty ◽  
Word Of Mouth ◽  
Perceived Value ◽  
Intention To Use ◽  
Social Networking Service ◽  
Practical Applications ◽  
Hedonic Value ◽  
Research Survey ◽  
Utilitarian Value

This study analyzed the relationships between utilitarian value, hedonic value, intention to use an airline’s social networking service (SNS) hashtag, electronic word of mouth (eWOM), and brand loyalty. A research survey consisting of 220 samples was conducted with respondents who had experience using airline SNS hashtags. Finally, 204 answers were analyzed after excluding 16 unreliable answers. The results show that utilitarian value significantly influenced the intention to use hashtags, while hedonic value, intention to use, and eWOM had no significant effect on brand loyalty. Moreover, the correlation between utilitarian value and intention to use indicated that hashtags had a meaningful impact. However, hedonic value, intention to use, and eWOM were relatively inconsequential. This research ascertained behavioral intention based on previous studies of the theory of perceived value (utilitarian value and hedonic value) and the relationships between each variable. In addition, by analyzing the behavioral intention of customers from an airline perspective, it contributes to a more effective marketing strategy based on social curation. Thus, this research facilitates practical applications by finding a method to improve airline customers’ SNS activity and involving the brand loyalty of its customers.

Hedonic value and crowdfunding project performance: a propensity score matching-based analysis

2017 ◽  
Vol 9 (2) ◽  
pp. 169-186 ◽  
Author(s):  
Liang Zhao ◽  
Tsvi Vinig
Keyword(s):  
Propensity Score ◽  
Propensity Score Matching ◽  
Real Data ◽  
Project Performance ◽  
Probit Regression ◽  
Data Set ◽  
Content Type ◽  
Hedonic Value ◽  
Utilitarian Value ◽  
The Impact

Purpose In the existing literature on crowdfunding project performance, previous studies have given little attention to the impact of investors’ hedonic value and utilitarian value on project results. In a crowdfunding setting, utilitarian value is somehow hard to satisfy due to information asymmetry and adverse selection problem. Therefore, the projects with more hedonic value can be more attractive for potential investors. Lucky draw is a method to increase consumer hedonic value, and it can influence investors’ behavior as a result. The authors hypothesize that projects with hedonic treatment (lucky draw) may have higher probability to win their campaign than others. The paper aims to discuss these issues. Design/methodology/approach A unique self-extracted two-year Chinese crowdfunding platform real data set has been applied as the analysis sample. The authors first employ propensity score matching methods to control for the endogeneity of hedonic treatment adoption (lucky draw). The authors then run OLS regression and probit regression in order to test the hypotheses. Findings The analysis suggests a significant positive relationship not only between project lottery adoption and project results but also between project lottery adoption and project popularity. Originality/value The results suggest that an often ignored factor – hedonic treatment (lucky draw) – can play an important role in crowdfunding project performance.

scholarly journals THE IMPACT OF PERCEIVED VALUE, DESTINATION SERVICE QUALITY, AND TOURIST SATISFACTION ON DESTINATION LOYALTY AMONG INTERNATIONAL TOURISTS VISITING MALAYSIA

2019 ◽  
Vol 4 (16) ◽  
pp. 10-26
Author(s):  
Mahadzirah Mohamad ◽  
Nur Izzati Ab Ghani ◽  
Muhamad Nasyat Muhamad Nasir
Keyword(s):  
Service Quality ◽  
Goodness Of Fit ◽  
Perceived Value ◽  
Tourism Industry ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Destination Loyalty ◽  
Tourist Satisfaction ◽  
Proposed Model ◽  
The Impact

The competitive situation and challenges within the tourism industry worldwide entailed a better understanding of destination loyalty’s determinants in achieving Malaysia’s aspiration to retain its international reputation as one of the most desirable tourist destinations in Asia. Literature proved that factors such as perceived value, service quality and tourist satisfaction could influence in improving destination loyalty. In view of this, there is a need to examine the influence of several constructs namely perceived value, service quality and tourist satisfaction that can contribute to the loyalty of international tourists towards Malaysia as it was suggested in the literature review. Therefore, the main objectives of this study were to examine the influence of perceived value and service quality on tourist satisfaction, which in turn would influence destination loyalty. In this study, tourist satisfaction was treated as the mediating variable. The proposed model was tested using structural equation modeling on a sample of 337 foreign tourists selected using a random sampling method. The study was conducted from August 2014 to October 2014. The proposed model achieved acceptable goodness-of-fit. The requirements for reliability and validity were also met. The results of the empirical study indicated that perceived value influenced tourist satisfaction and destination loyalty. In addition, the findings revealed that service quality had a significant effect on satisfaction. However, service quality had no significant effect on destination loyalty. Moreover, the findings indicated that tourist satisfaction had a full mediating effect on the relationship between service quality and destination loyalty. The study contributed to a better understanding of behavioral factors that would represent a sustainable source for increasing customer retention at the level of individual providers as well as a destination as a whole. Individual providers should focus on delivering quality services related to accommodation, information and facilities, health and hygiene, and shopping that were associated with the visitor’s travel experience. Aspects of perceived value identified in the study could be used as a strategic tool in managing tourism offerings which could enhance the destination’s competitive edge.

TOURISM INDUSTRY AND THE COVID-19 PANDEMIC: IMPACT AND CONSEQUENCES

2021 ◽  
Vol 7 (201) ◽  
pp. 49-60
Author(s):  
A.G. Sarafanova ◽  
◽  
A.A. Sarafanov ◽  
Keyword(s):  
Virtual Reality ◽  
Tourism Industry ◽  
Pricing Strategies ◽  
Technological Level ◽  
Coronavirus Infection ◽  
The Russian Federation ◽  
The Republic ◽  
The Impact ◽  
The Relationship ◽  
Tourist Flow

The study aims to explore the relationship between the pandemic and the tourism industry. The emergence of infectious diseases is one of the consequences of tourism and mobility of citizens. The article examines the scientific research of foreign authors on the impact of epidemiological diseases on the tourism industry. The pricing strategies of travel companies caused by the policy of curbing the spread of coronavirus infection are analyzed. The authors cite some forms of adaptation of the tourism industry to the conditions of the COVID-19 pandemic (in such countries as Costa Rica, Jamaica, the Republic of Fiji, Finland, Greece, Iceland, Israel, Japan, the UAE, China). A statistical analysis of the tourism development in the Russian Federation (the number of incoming and outgoing tourists, the number of hotels and similar accommodation facilities) was carried out. The COVID-19 pandemic has reoriented the outbound tourist flow to domestic destinations. The advantages of developing domestic trips in comparison with international ones regarding their role in the economic development of regions are presented. The pandemic has led to an inevitable surge in the use of digital technologies due to the norms of social distancing and nationwide restrictions. One of the most popular forms of technological applications in the tourism industry is virtual reality. The use of virtual reality can contribute to the creation of a new, more sustainable model of tourism. The article presents four scenarios for the recovery of world tourism, developed by the McKinsey Global Institute and the Oxford Institute of Economic Policy (Oxford Economics). The authors identified priority areas of transformation of the tourism industry in the post-pandemic period, including at the technological level.

Examining the factors influencing user satisfaction and loyalty on paid knowledge platforms

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Xiaopu Jin ◽  
Fang Xu
Keyword(s):  
Service Quality ◽  
User Satisfaction ◽  
Structural Equation ◽  
Perceived Value ◽  
New Product ◽  
Survey Method ◽  
Content Type ◽  
Hedonic Value ◽  
Factors Influencing ◽  
Utilitarian Value

PurposeThe purpose of this study is to draw on the updated information system success model, perceived value and new product novelty to identify the factors that may influence user satisfaction and loyalty with paid knowledge platforms.Design/methodology/approachThe authors used the survey method to collect 540 valid sample data. The structural equation modelling (SEM) technique was employed to test the proposed research model and hypotheses.FindingsThe findings suggested that system, information and service quality significantly affected the perceived utilitarian value, while service quality and new product novelty had significant impact on perceived hedonic value. Besides, both the perceived utilitarian value and the perceived hedonic value had a significant effect on user satisfaction and further significantly impacted user loyalty. The authors also found user differences, including gender, education level and use frequency, which had a significant influence on perceived utilitarian value, perceived hedonic value and user loyalty.Research limitations/implicationsThe results can help researchers and practitioners better understanding the factors that influence user satisfaction and loyalty with paid knowledge platforms.Originality/valueThe authors applied the theories of perceived value, new product novelty and user loyalty to the domain of paid knowledge platforms and explored the factors influencing the user satisfaction and loyalty to paid knowledge platforms.

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