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Academica Turistica 13 Year 13, No. 2, December 2020, issn 2335-4194 Academica Turistica Tourism & Innovation Journal – Revija za turizem in inovativnost Year 13, No. 2, December 2020, issn 2335-4194 https://doi.org/10.26493/2335-4194.13_2 127 Virtual Reality in Tourism: Is it ‘Real’ Enough? Marion Rauscher, Andreas Humpe, and Lars Brehm 139 The Effects of Destination Image on Tourist Satisfaction: The Case of Don-Wai Floating Market in Nakhon Pathom, Thailand Napaporn Janchai, Glenn Baxter, and Panarat Srisaeng 153 Is International Tourism Growth Supported by Increased Tourism Receipts? Helena Nemec Rudež 157 Pillars of City Spatial Sensitivity and Their Integration into Sightseeing Routes Melita Rozman Cafuta and Boštjan Brumen 167 Spiritual Intelligence and Business Environments Fadil Mušinović 179 Professional and Organisational Commitment in the Hospitality Sector Marjetka Rangus, Srđan Milošević, Iva Škrbić, Bojana Radenković-Šošić, Jože Hočevar, and Mladen Knežević 193 Utilization Analysis of Slovenian Hotel Websites Mitja Petelin and Dejan Križaj 201 Travel Motivations as Criteria in the Wellness Tourism Market Segmentation Process Ana Težak Damijanić 215 Service Quality Measurement in Rural Tourism: Application of RURALQUAL Model Suzana Marković and Jelena Kljaić Šebrek 229 Abstracts in Slovene – Povzetki v slovenščini 235 Instructions for Authors university of primorska press Executive Editor Marijana Sikošek Suosheng Wang, Indiana University-Purdue Editor-in-Chief Gorazd Sedmak University Indianapolis, usa Associate Editors Metod Šuligoj, Emil Juvan, Indexed in Scopus, Erih Plus, cab Abstracts, Helena Nemec Rudež, and Mitja Gorenak ciret, ebsco, and EconPapers. Technical Editors Mariana Rodela and Peter Kopić Published by University of Primorska Press Production Editor Alen Ježovnik University of Primorska Titov trg 4, si-6000 Koper Editorial Board E-mail: [email protected] Tanja Armenski, University of Novi Sad, Serbia Web: http://www.hippocampus.si Rodolfo Baggio, University di Bocconi, Italy Štefan Bojnec, University of Primorska, Slovenia Editorial Office Academica Turistica Dimitrios Buhalis, Bournemouth University, uk Faculty of Tourism Studies – Turistica Alan Clarke, Pannonian University, Hungary Obala 11a, si-6320 Portorož, Slovenia Frederic Dimanche, Ryerson University, Canada E-mail: [email protected] Jesse Dixon, San Diego State University, usa Web: http://academica.turistica.si Johan Edelheim, Hokkaido University, Japan Subscriptions The journal is distributed free Felicite Fairer-Wessels, University of Pretoria, of charge. For information about postage South Africa and packaging prices, please contact us at Doris Gomezelj Omerzel, University of Primorska, [email protected]. Slovenia Sotiris Hji-Avgoustis, Ball State University, usa Copy Editor Terry Troy Jackson and Susan Cook Jafar Jafari, University of Wisconsin-Stout, usa, Cover Design Mateja Oblak University of Algarve, Portugal Cover Photo Alen Ježovnik Sandra Jankovič, University of Rijeka, Croatia Printed in Slovenia by Grafika 3000, Dob Anna Karlsdóttir, University of Iceland, Iceland Print Run 100 copies Maja Konečnik Ruzzier, University of Ljubljana, Academica Turistica – Revija za turizem in ino- Slovenia vativnost je znanstvena revija, namenjena med- Sonja Sibila Lebe, University of Maribor, Slovenia narodni znanstveni in strokovni javnosti; izhaja v Mara Manente, Cà Foscari University of Venice, Italy angleščini s povzetki v slovenščini. Izid publikacije Yo el Mansfeld, University of Haifa, Israel je finančno podprla Agencija za raziskovalno de- Tanja Mihalič, University of Ljubljana, Slovenia javnost Republike Slovenije iz sredstev državnega Matjaž Mulej, University of Maribor, Slovenia proračunaiznaslovarazpisazasofinanciranjedo- Milena Peršič, University of Rijeka, Croatia mačih znanstvenih periodičnih publikacij. Jasna Potočnik Topler, University of Maribor, Slovenia Caroline Ritchie, University of Welsh Institute, uk issn 1855-3303 (printed) Vinod Sasidharan, San Diego State University, usa issn 2335-4194 (online) Regina Schlüter, National University of Quilmes, Argentina Marianna Sigala, University of the Aegean, Greece Cristina Roxana Tănăsescu, Lucian Blaga University, Romania Andreja Trdina, University of Maribor, Slovenia John K. Walton, Ikerbasque, Instituto Valentín de Foronda, University of the Basque Country, Spain 126 | Academica Turistica, Year 13, No. 2, December 2020 Original Scientific Article Virtual Reality in Tourism: Is it ‘Real’ Enough? Marion Rauscher Munich University of Applied Sciences, Germany [email protected] Andreas Humpe Munich University of Applied Sciences, Germany [email protected] Lars Brehm Munich University of Applied Sciences, Germany [email protected] Virtual Reality Technology is increasingly becoming popular in the tourism sector. So far, the most researched application is the marketing of destinations. In contrast, the technology has also been mentioned as a means to limit or reduce the number of tourists at a specific sight or destination. In this respect vr is considered as asub- stitutefortheactualtrip.Thispaperaddressesthisissuebylookingatthepossibility to apply vr-technology to transfer the real-life experience into the digital world. In a qualitative research framework, visitor behaviour and experience are investigated when encountering vr sights in order to better understand items driving technol- ogy adoption. Structured content analysis is applied for data analysis where coding follows an adjusted Unified Theory of Acceptance and Use of Technology model. For interpretation purposes a pure qualitative framework was chosen. We find that enjoyment is an important driver for vr technology acceptance, whereas facilitat- ing conditions and outcome expectations seem to be obstacles for it. Perceived use- fulness is evaluated controversially. While the technology is not acknowledged as a substitute for a regular holiday trip, especially for travellers who take pleasure in active holidays or appreciate social interaction, it was recognised as an alternative for special occasions such as brief getaways from everyday life or short city trips. Overall, when appropriately implemented the technology might not only be useful to decrease visitor concentration in touristic hotspots or to decrease negative aspects associated with frequent travel but could further be applied to sites where visitors do not engage physically because sites are too distant, expensive, inhospitable, unsafe or fragile. Keywords: virtual reality, tourism, travel substitute, technology adoption, utaut https://doi.org/10.26493/2335-4194.13.127-138 Introduction est due to advancements in technology (Williams & Although virtual reality (vr) technology and research Hobson, 1995). The most commonly used definition thereof has been around for more than 20 years, it has of Guttentag (2010, p. 638) describes the term ‘virtual recently seen a renewed upsurge in academic inter- reality’ as ‘the use of computer-generated 3denviron- Academica Turistica, Year 13, No. 2, December 2020 |127 Marion Rauscher et al. Virtual Reality in Tourism ment [...] that one can navigate and possibly interact both concepts are somewhat related. Highly physical with, resulting in a real-time simulation of one or more immersive technologies may lead to a high level of psy- of the user’s five senses.’ Whereas the ability to move chological presence. A lack of high immersion, on the around and explore the virtual environment is labelled other hand, does not necessarily lead to a low feeling of as a compulsory requirement, interaction is only facul- psychological presence. Subjective internal processes tative. According to this definition it is not straightfor- of an individual may indeed compensate for lacking ward to determine whether 360° videos or even aug- external stimuli (Ijsselsteijn & Riva, 2003). mented reality (ar) is part of vr or not. While both Empirical analyses of vr applications in tourism applications represent, for the most part, a mere pas- are a fairly new research area. Since technological sive consumption, some navigation or limited interac- progress has only recently led to an acceptable level, tion might nevertheless be possible. Apparently, lines such studies have not been on the rise until the last few are blurred and opinions differ in this regard. In fact, years. Nevertheless, empirical research on the adop- academia has been arguing about whether navigation tion of vr technology in a tourism context is still lim- is an optional component of vr or not (Yung & Khoo- ited (tom Dieck et al., 2018). This acknowledges Hine’s Lattimore, 2019). (2000) demand for more empirical research of user For the purpose of this paper, we follow the more experience rather than mere prophecies of ground- flexible point of view (Gibson & O’Rawe, 2018; Wilt- breaking vr applications in tourism. Yung and Khoo- shier & Clarke, 2017) and consider vr as a computer- Lattimore (2019) even observe that among those anal- generated 3denvironment where navigation and in- yses that exist, many are still not based on theoretical teraction are optional. concepts or frameworks which verifies Huang et al.’s Irrespective of the technology or device used to (2016) assessment, that more substantive and theory- create a vr experience, two main factors are nec- based research on vr and its application is neces- essary. The first one is physical immersion and the sary. second one psychological presence (Disztinger et al., This paper contributes to reducing this void by 2017;Tussyadiahetal.,2018).Themorethevruser
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