Vai trò của thực tế ảo trong quảng cáo du lịch: Một cách tiếp cận từ mô hình SOR

Hướng Hồ Xuân; Hạnh Lê Nhật; Dung Lê Thị Hạnh

doi:10.24311/jabes/2020.31.1.3

Các tác giả

Hồ Xuân Hướng Đại học Quy Nhơn Tác giả
Lê Nhật Hạnh Trường Đại học Kinh tế TP. Hồ Chí Minh Tác giả
Lê Thị Hạnh Dung Nielsen Vietnam, TP. Hồ Chí Minh Tác giả

DOI:

https://doi.org/10.24311/jabes/2020.31.1.3

Từ khóa:

Sự hiện diện, Giá trị trải nghiệm, Thực tế ảo (VR), Mô hình SOR, Marketing/Quảng cáo du lịch

Tóm tắt

Dựa trên mô hình SOR, nghiên cứu này xây dựng và kiểm định một mô hình nghiên cứu về mối quan hệ giữa sự hiện diện trong môi trường thực tế ảo, giá trị trải nghiệm về mặt nhận thức, cảm xúc và ý định hành vi của khách du lịch đối với điểm đến. Sử dụng mô hình cấu trúc tuyến tính bình phương nhỏ nhất từng phần (PLS-SEM) với phần mềm SmartPLS, kết quả phân tích dựa trên 305 mẫu khảo sát tại TP. Hồ Chí Minh đã chỉ ra rằng cảm nhận sự hiện diện tác động đáng kể đến giá trị trải nghiệm về mặt nhận thức và cảm xúc, và các giá trị trải nghiệm này tác động tích cực đến dự định hành vi của khách du lịch sau khi sử dụng dịch vụ du lịch thực tế ảo. Ngoài ra, nghiên cứu cũng đã chỉ ra giá trị trải nghiệm về mặt nhận thức và cảm xúc là các yếu tố trung gian quan trọng trong mối quan hệ giữa cảm nhận sự hiện diện trong môi trường thực tế ảo và ý định hành vi đối với điểm đến của khách du lịch. Kết quả nghiên cứu này có ý nghĩa quan trọng đối với các tổ chức quản lý điểm đến trong việc sử dụng công nghệ thực tế ảo để quảng bá điểm đến và tạo ra giá trị trải nghiệm cho khách du lịch tiềm năng, từ đó, tăng khả năng viếng thăm điểm đến của họ.

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