| dc.description.abstract | This is a systematic review of existing literature to explore the effects of virtual reality on customer experience in theme parks. An integrative systematic review was conducted to gather data and analyze how virtual reality can affect the customer experience for visitors in a theme park setting. Consumer experience has been recognized for years in hospitality and tourism research, studying behavioral and emotional components during the consumption experience. Virtual reality has gotten increased attention the recent years due to significant developments in technology. Data from Scopus database was collected and findings from the 12 research articles included in this review suggests that factors in VR technology such as sufficient storytelling and user experience (including ease of use, sense of presence, fit of equipment and compatibility with lifestyle) can be related to the affective component in customer experience by increasing the feeling of immersion, enjoyment, emotional attachment, curiosity and arousal. Based on the findings from the articles and theory from existing literature, this study proposes a model. This study presents information that can be related to the innovation field by discussing new technology such as Virtual Reality (VR) and can be relevant for researchers and professionals in the tourism and hospitality industry. It explores the affective aspects of customer experience and the impact that VR technology can have on this. This study contributes to the tourism and hospitality field by presenting information that can be used by theme park managers to improve the customer´s overall experience, which can contribute to customer satisfaction and loyalty. | |
