The effect of virtual reality experience on satisfaction and visit intention: the case of Dolmabahçe Palace

Yıl 2025, Cilt: 7 Sayı: 1, 69 - 81, 30.06.2025

Engin Tengilimoğlu , Osman Nurullah Berk

https://doi.org/10.53601/tourismandrecreation.1518954

Öz

In recent years, the importance of virtual reality technology in tourism and museums has been increasing rapidly and these technologies have radically changed the marketing of experiential products such as tourism. The purpose of this study is to examine the effect of virtual reality (VR) videos designed for museums on museum visit intention in the context of perceived enjoyment, perceived usefulness, and flow theory. This study employs an experimental design in which participants are shown with a VR video designed for the Dolmabahçe Palace. After watching the video, the participants were asked to answer the questionnaire. The data obtained were used to assess a structural equation model addressing the relationships between perceived enjoyment, perceived usefulness, flow experience, satisfaction and visit intention. The results show that both perceived enjoyment and perceived usefulness positively affect the flow experience, which in turn affect satisfaction and offline visit intention. Therefore, VR videos designed for museums can help them attract more visitors. In designed VR videos, guided and interactive presentation of artefacts accompanied by music can improve visitors' perception of both enjoyment and usefulness. In this way, visitors' intention to visit the museum can be improved by providing them with a flow experience.

Anahtar Kelimeler

Virtual Reality , Museum Visit , Dolmabahçe Palace

Sanal gerçeklik deneyiminin memnuniyet ve ziyaret niyeti üzerindeki etkisi: Dolmabahçe Sarayı örneği

Öz

Son yıllarda sanal gerçeklik teknolojisinin turizm ve müzelerdeki önemi hızla artmakta ve bu teknolojiler özellikle turizm gibi deneyimsel ürünlerin pazarlanmasını köklü bir şekilde değiştirmektedir. Bu çalışmanın amacı, müzeler için tasarlanan sanal gerçeklik (SG) videolarının müze ziyaret niyeti üzerindeki etkisini teknoloji kabul modeli unsurlarından algılanan eğlence, algılanan fayda ile akış teorisi bağlamında incelemektir. Dolmabahçe Sarayı için tasarlanan SG videosunu izledikten sonra, katılımcılardan videoya yönelik algılarını, tutumlarını ve niyetlerini ölçmeye dönük hazırlanan anketi cevaplamaları istenmiştir. Elde edilen veriler, algılanan eğlence, algılanan fayda, akış deneyimi, memnuniyet ve ziyaret niyeti arasındaki ilişkileri ele alan yapısal eşitlik modelini test etmek için kullanılmıştır. Sonuçlar hem algılanan eğlence hem de algılanan faydanın akış deneyimini olumlu yönde etkilediğini göstermektedir. Akış deneyimi, SG deneyiminden duyulan memnuniyeti olumlu yönde etkilerken memnuniyet de müzeyi ziyaret etme niyetini artırmaktadır. Dolayısıyla, müzeler için tasarlanan SG videoları daha fazla ziyaretçi çekmelerine yardımcı olabilir. Tasarlanan SG videolarında, eserlerin müzik eşliğinde rehberli ve interaktif sunumu ziyaretçilerin hem fayda hem de eğlence algısını geliştirebilir. Bu şekilde ziyaretçilerin akış deneyimi yaşaması sağlanarak müzeyi ziyaret etme niyetleri geliştirilebilir.

Anahtar Kelimeler

Sanal Gerçeklik , Müze Ziyareti , Dolmabahçe Sarayı

Kaynakça

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