Earticle

초록

영어

Virtual Reality (VR) technology is widely recognized as an effective medium for delivering immersive experiences, allowing users to gain an in-depth understanding of detailed information about various destinations. This study applies the experience economy theory to explore the differential effects of four experiential elements (escapism experience, esthetic experience, educational experience, and entertainment experience) across culturally distinct consumer groups. A total of 400 participants from South Korea and China were recruited to participate in a two-stage VR experiment involving two iconic heritage sites: the Forbidden City in Beijing and Gyeongbokgung Palace in Seoul. In the first round, South Korean participants experienced the Forbidden City, and Chinese participants explored Gyeongbokgung Palace; in the second round, the experiences were reversed. After each session, participants completed a 10–15-minute questionnaire evaluating their perceptions and responses to the four experiential elements. The results reveal significant cross-cultural differences. Initially, South Koreans favored escapism experiences while Chinese participants emphasized educational value. In the second round, this trend reversed, suggesting a dynamic interaction between cultural context and content familiarity. The findings highlight the importance of cultural background in shaping consumer preferences in VR environments. This study provides empirical evidence that supports the customization of VR scene design and marketing strategies based on cultural traits. For example, immersive relaxation may be more appealing to South Korean users, whereas informative and educational content could resonate more with Chinese users. These insights offer valuable guidance for the tourism industry in enhancing consumer satisfaction and visit intention through targeted VR applications.

목차

Abstract
I. Introduction
II. Theoretical Background: Experience Economy Theory and VR Heritage Tourism
III. Research Model and Research Mothodology
1. Research Hypotheses
2. Research Methodology
IV. Data Analysis
1. Demographic Analysis
2. Study 1: South Korean Group
3. Study 2: Chinese Group
V. Conclusions and Prospects
Reference

키워드

저자

• Fang, Yuan-Han [ Researcher, School of Business, Yonsei University ] 1st author
• Chung, Ye-rim [ Professor, School of Businesss, Yonsei University ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  콘텐츠와산업 [Journal of Contents and Industry]

• 간기

  격월간

• pISSN

  2765-317X

• 수록기간

  2019~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 600 DDC 700