An empirical comparison of vignette and virtual reality experiments in tourism research

Bibliographic Data

ID21699578
AuthorsHyunseo Yoon (0000-0002-6683-7319, Winona State University, corresponding author), Suiwen Zou (0000-0002-9692-240X, University of Illinois Urbana-Champaign)
Year2024
Volume27
Issue5
Pages689-695
Publication date2024-03-03
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueCurrent Issues in Tourism (JOURNAL)
Journal identifiersISSN: 1368-3500 • E-ISSN: 1747-7603
PublisherInforma UK Limited (PUBLISHER • GB)
DOI10.1080/13683500.2023.2238323
OpenAlexW4385175098
LanguageEN
Citations received3
References cited17

There has been a call for more experimental studies in tourism research. The validity of different experiment tools has not been scientifically investigated. This study empirically compared the results from three experiments with identical research designs but different presentation modes (written vignette vs. VR via a Head Mounted Display vs. VR via a screen) for a research stimulus of experiencing a virtual national park. A total of 272, 131 and 106 valid responses were included in the final analysis, respectively. Participants in each experiment were randomly assigned to one of the three pricing conditions and asked to report post-visit perceptual evaluations and behavioural intention. This research found that the three experiments generated consistent results in the effects of pricing conditions on perceptual evaluations but different results on behavioural intention. Practical implications and limitations were discussed at the end

Advertising · Business · Empirical research · Geography · Human–computer interaction · Statistics · Tourism · Vignette · Virtual reality · Augmented Reality Applications · Computer Science · Mathematics · Psychology · Social Psychology · Spatial Cognition and Navigation · Virtual Reality Applications and Impacts · Marketing

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