Exploring the impacts of involvement and flow experiences in Second Life on people's travel intentions
Journal of Hospitality and Tourism Technology
ISSN: 1757-9880
Article publication date: 16 March 2012
Abstract
Purpose
The virtual world environment presents new business opportunities for building destination images that allow customers to make an informed decision and initiate travel arrangements. The purpose of this study is to investigate the applicability of flow theory and the concept of involvement in understanding the impacts of virtual experiences of Second Life on people's travel intentions.
Design/methodology/approach
Undergraduate college students at Clemson University were chosen as participants and data was collected in April 2009, entailing 42 usable surveys.
Findings
The results validate the notion that flow is a useful and practical instrument to understand users' experiences while navigating the 3D virtual world of Second Life. The achievement of an engaging and pleasant experience in Second Life is influenced by three factors: the skills available to tackle challenging tasks, the perception of interactivity, and the degree of presence sensation perceived by customers. Furthermore, the findings indicated that flow experience mediated the association between involvement and people's behavioral intentions.
Originality/value
This study is a stepping stone on the road to investigating new marketing media, as more systematic research is needed to investigate the virtual experience and its effects on how travelers make decisions.
Keywords
Citation
Huang, Y., Backman, S.J. and Backman, K.F. (2012), "Exploring the impacts of involvement and flow experiences in Second Life on people's travel intentions", Journal of Hospitality and Tourism Technology, Vol. 3 No. 1, pp. 4-23. https://doi.org/10.1108/17579881211206507
Publisher
:Emerald Group Publishing Limited
Copyright © 2012, Emerald Group Publishing Limited