Play alone or play together? A comparative study of single- and multi-person interactions in virtual tourism

Abstract

Purpose

This paper aims to compare the differences between single- and multi-person interactions in virtual tourism, underpinned by the stimulus-organism-response (S-O-R) framework and media richness theory (MRT).

Design/methodology/approach

In this study, quantitative data gathered from questionnaires applied to 558 individuals was analyzed by using partial least squares structural equation modeling. The moderating role of interaction type was tested through multigroup analysis (MGA).

Findings

The results showed that vividness positively influenced telepresence, perceived attractiveness and authentic experiences; telepresence positively affected authentic experiences and perceived attractiveness; and authentic experiences and perceived attractiveness positively impacted willingness to visit in both interaction groups. A difference was detected between the two groups in that perceptions of media vividness were more easily transformed into a willingness to visit through telepresence in the multi-person interaction group. Interaction type moderated the effect of vividness on telepresence. The vividness of the media had a more significant effect on telepresence among those who participated in virtual tourism together.

Originality/value

In this study, a model was developed to explain how media vividness affected willingness to visit by considering the relationships between telepresence, authentic experiences and perceived attractiveness in virtual reality, as well as the social interaction aspect.

研究目的

本研究旨在比较虚拟旅游中单人和多人互动的差异, 基于刺激-有机体-反应（S-O-R）框架和媒介丰富度理论（MRT）。

研究方法

本研究对 558 名受试者的问卷调查数据进行了定量分析, 采用 PLS-SEM 模型分析, 并通过多群组分分析（MGA）测试了互动类型的调节作用。

研究发现

研究结果显示, 生动性对临场感、感知吸引力和真实体验有正向影响; 临场感对真实体验和感知吸引力有正向影响; 真实体验和感知吸引力对参观意愿有正向影响。两组之间的差异在于, 在多人互动组中, 媒介生动性更容易通过临场感转化为参观意愿。互动类型调节了生动性对临场感的影响, 参与虚拟旅游的多人群体中, 媒介的生动性对临场感的影响更为显著。

研究创新

本研究构建了一个模型, 解释了在虚拟现实中, 媒介生动性如何通过临场感、真实体验和感知吸引力的关系影响参观意愿, 同时考虑了社会互动的因素。

Citation

Zhong, L., Zhu, M., Li, M., Morrison, A.M. and Yang, L. (2025), "Play alone or play together? A comparative study of single- and multi-person interactions in virtual tourism", Journal of Hospitality and Tourism Technology, Vol. 16 No. 2, pp. 346-368. https://doi.org/10.1108/JHTT-02-2024-0074