The Use of Virtual Reality Technology during the Outbreak of the Covid 19 Epidemic in the Tourism Industry (A Case study of the Museum of Ancient Iran)

Subject Areas :

yazdan Shirmohammadi ¹ ( Associate Professor, Department of Business Management, Payame Noor University, Tehran, Iran )
Abase Kiani ² ( Master of Tourism Management, Payame Noor University, Tehran, Iran )

Received: 2021-12-22 Accepted : 2022-01-26 Published : 2022-02-20

Keywords: COVID-19, authentic experience, visit willingness, cognitive response, affective response, attachment to virtual reality,

Abstract :

The current research aims to investigate the use of virtual reality during the Covid-19 pandemic in the tourism industry (case study, museum of ancient Iran). In terms of its objective, the current research is an applied one and as its nature and method are regarded it uses a field-based descriptive-correlation methodology. The statistical population of the research includes all of the tourists referred to the virtual site of the museum of ancient Iran. Using the Cochran formula for determining sample size through simple random sampling, 384 individuals were chosen as the statistical community among whom 379 responded to the questionnaires. The data was collected using the library and experimental methods. To score the items, each item was given a score based on a Likert five-point scale (completely disagree- completely agree). To determine the reliability of the questionnaire, the Cronbach alpha was run which indicated optimal reliability. To analyze the data, the SPSS 24 was used for the descriptive statistics and the structural equations of PLS3 were used for the inferential statistics. The results indicated that the authentic experience influences positively, directly, and significantly on tourists' visit willingness through the variables of cognitive response, affective response, and attachment to virtual reality tours in the museum of ancient Iran during the Covid-19 pandemic.

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