Many conferences, exhibitions, and trade shows planned in the early days of COVID-19 were canceled or postponed, and only some events were able to convert quickly to virtual events by using existing virtual conference and exhibition platforms. This study examined whether the virtual convention platform, combined with advanced technologies, can enhance the trust in Seoul city and further influence the attitude and intention to use Virtual SEOUL 2.0. Furthermore, this study applies the Extended Technology Acceptance Model (ETAM) framework to identify external variables that affect perceived usefulness and ease of use and describes how practitioners embrace the new convention technology of Virtual SEOUL 2.0. The 300 usable survey data were collected and used to identify the proposed hypothesized relationship of seven latent constructs. The hypothesized relationships were tested by structural equation modeling (SEM). The analytic results confirmed the proposed hypothesized relationship among these seven constructs (Personal innovativeness, Perceived ease of use, Perceived usefulness, Perceived trust of Seoul, Perceived enjoyment, Attitude toward using Virtual SEOUL 2.0, and Intention to use Virtual SEOUL 2.0). More interestingly, the study’s findings provide that perceived trust in a smart city is an essential factor that directly or indirectly enhances users’ intention to use technology.
This study examined the effect of four dimensions (i.e., the experience of education, entertainment, aesthetics, and escape) of the experience economy on participants’ attachment values toward tourism places in the context of the virtual Korean Wave experience during the COVID-19 pandemic. It also tested the relationship between attachment values and continuous immersion intention in virtual reality. An online survey was conducted on Asian people who experienced the Korean Wave culture, and 387 questionnaires were completed. Statistical analyses were used to establish the relationship between experiences, satisfaction, and continuous immersion intention comprising descriptive analysis, explanatory factor analyses, and multiple regression analysis. The result showed that the virtual Korean Wave (entertainment, educational, aesthetic, and escapism experience) significantly impacted participants’ attachment values. The meaningful virtual experiences would provide new insights into enhancing participants’ attachment to tourist places. There is little research examining the cultural experience and the attachment values of online users within the experience economy, despite the emergence and continuation of the novel coronavirus, which has led to many challenges in social, economic, technological, and medical systems’ lifestyles
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