VR Event Marketing and Technology Readiness in Asia:Bridging Virtual and Real Experiences in Event Tourism
學年 114
學期 1
出版（發表）日期 2025-11-04
作品名稱 VR Event Marketing and Technology Readiness in Asia:Bridging Virtual and Real Experiences in Event Tourism
作品名稱（其他語言）
著者 Tzu-Lan Tseng; Yi-Ying Tsai; Yuan Ju; Li-Na Li
單位
出版者
著錄名稱、卷期、頁數 International Journal of Innovation in Management 13(2), p. 75-86
摘要 This study explores the role of technology readiness in Virtual Reality (VR) exhibitions and its impact on audience engagement, satisfaction, and brand loyalty, with a focus on the growing event tourism landscape in Asia. While past research has examined visitor experience and purchase intention, limited attention has been paid to the interplay among authenticity, experiential value, satisfaction, and loyalty— key elements in successful VR event marketing. Using a two-phase design, the study first conducts expert interviews with curators, venue managers, and policymakers to develop valid measurement scales. In the second phase, a survey of VR exhibition attendees tests the proposed framework through exploratory and confirmatory factor analysis. By linking authenticity, experiential value, and technology readiness, the study offers actionable insights for enhancing VR event marketing strategies. The findings aim to support Asia’s cultural and creative industries in leveraging VR to deepen audience experience, increase satisfaction, and build brand loyalty.
關鍵字 Event marketing; VR exhibitions; technology readiness; experiential authenticity; experiential value; brand loyalty
語言 en
ISSN 2663-449X
期刊性質 國內
收錄於
產學合作
通訊作者
審稿制度 是
國別 TWN
公開徵稿
出版型式 ,電子版
相關連結

機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/128516 )