Date of Award
9-1-2023
Thesis Type
phd
Document Type
Thesis (Restricted Access)
Divisions
FacultyofBusinessandAccountancy
Department
Department of Management
Institution
Universiti Malaya
Abstract
Academic literature highlights the gratifications of using virtual reality (VR) in tourism but does not provide insights into fulfilling those gratifications after using multisensory VR. Several research models are used in the literature to study gratifications, but the literature is unable to highlight the best suitable model to measure gratifications. Therefore, this research was conducted in a multi-sensory VRlab of Deutsches Museum, Munich, to address the existing gaps in the literature. The first research objective to understand visitors’ needs for using multi-sensory VR was addressed through 11 face-to-face interviews. The research model and questionnaires for this research were designed based on the emerging themes from interviews. The gratification discrepancies approach (GO-GS) of uses and gratifications theory was the primary theory applied in this research. Several nuanced gratifications were adopted, such as entertainment, education, novelty and telepresence. The data were collected two times from n = 227 respondents – before and after using VR through a cross-sectional survey design. SPSS was used for the initial data screening, and PLS-SEM was used to conduct structural equation modelling. Second research objective concludes that education, telepresence, and novelty gratifications were over-fulfilled by VR (GO>GS), but the entertainment was under-fulfilled (GO
Note
Thesis (PhD) – Faculty of Business and Economics, Universiti Malaya, 2023.
Recommended Citation
Muhammad Hamza, Shahab, "An impact of multi sensory virtual reality on Deutsches museum visitors pleasant experience towards reuse and purchase intention / Muhammad Hamza Shahab" (2023). Student Works (2020-2029). 1537.
https://knova.um.edu.my/student_works_2020s/1537