VR and Nostalgia: Using Animation in Theme Parks to Enhance Visitor Engagement

Oh, Jae-Eun; Kong, Anthony

doi:10.1080/10496491.2021.1987951

Cited by 14 publications

(11 citation statements)

References 30 publications

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“…The theme environment revolves around experiences in VR from a design and immersion perspective. The literature in this area examines the key design elements of VR, which include immersion (i.e., the level of users' involvement and sense of presence), interactivity (i.e., the way users interact with the virtual environment, which may include physical movements, controllers, and voice commands), and realism (i.e., how close the virtual environment mimic the real-world) (see Ball et al, 2021;Bogicevic et al, 2019;Bower et al, 2020;Chang, 2022;Crescentini et al, 2016;Dehghani et al, 2022;Gelder et al, 2018;Guttentag, 2010;Jacobsen et al, 2022;Jang & Park, 2019;Leung et al, 2022;Lin & Yeh, 2019;Luna-Nevarez & McGovern, 2021;McGill et al, 2016;Oh & Kong, 2022;Peukert et al, 2019;Sepasgozar et al, 2021;Shin, 2017;Vishwakarma et al, 2020aVishwakarma et al, , 2020b. The immersion aspect of VR allows users to have an increased sense of engagement (compared with traditional 2D channels) in various activities, such as shopping and education (e.g., Bower et al, 2020;Luna-Nevarez & McGovern, 2021;McGill et al, 2016;Peukert et al, 2019;Shin, 2017).…”

Section: Environmentmentioning

confidence: 99%

“…In a fully immersive VR experience of a shopping mall, research indicates that the VR setting increased customer satisfaction and loyalty and alleviated the irritations commonly associated with crowded mall spaces (e.g., Van Kerrebroeck et al, 2017). More recently, VR has been shown to enhance consumer immersion experiences in unique areas, such as theme park attractions; it utilizes a mix of traditional engagement approaches coupled with VR in a theme park setting enhance consumers' emotional connection, increase the sense of presence, and allows for deeper immersion (Oh & Kong, 2022).…”

Section: Environmentmentioning

confidence: 99%

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Virtual reality: A review and a new framework for integrated adoption

Fares,

Aversa,

Lee

et al. 2024

Int J Consumer Studies

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Scholarly research on virtual reality (VR) is characterized by a dynamic tension between VR's potential and the challenges impeding its adoption. Grounded in a mixed‐methods systematic review, this research examines the drivers influencing consumer VR adoption by rigorously combining qualitative and quantitative analyses of 158 scholarly articles ranging from 1996 to 2023. Based on an extensive analysis of VR adoption literature, we introduce the Virtual Reality Integrated Adoption Framework (VRIAF), which is the first mixed‐methods systematic review focusing exclusively on VR adoption. This empirically substantiated model integrates key determinants of VR adoption such as consumer attitudes, perceived enjoyment, ease of use, social influences, and previous user experiences. The research identifies four pivotal themes through qualitative exploration, further elucidated by quantitative meta‐analyses and weight analyses. These themes encompass the user experience in VR environments, the role of VR in construction and design, the immersive attributes of VR technologies, and the ongoing technological advancements influencing adoption patterns. This research contributes significantly to the theoretical understanding of VR adoption and provides practical insights for VR professionals. By delineating future research directions, the study bridges the gap between theoretical exploration and practical application, offering a valuable resource for both scholars and practitioners in the field of VR.

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Section: Environmentmentioning

confidence: 99%

Section: Environmentmentioning

confidence: 99%

Virtual reality: A review and a new framework for integrated adoption

Fares,

Aversa,

Lee

et al. 2024

Int J Consumer Studies

View full text Add to dashboard Cite

show abstract

“…Other research has investigated the role of virtual reality in enhancing customer engagement. This area of research has revealed that this new technology generates only first-time visits, while the combined use of sophisticated, narrative-driven, high-quality animation content and virtual reality attractions create an emotional attachment that allows visitors to experience stronger emotional connection, enhanced presence and deeper immersion (Oh and Kong, 2022). Although the debate about whether to introduce and blend robotic technology into the theme park experience is in its infancy (Milman et al , 2020), it is clear that technology can contribute to cultivating a safe environment (Xie and Luo, 2021) and concurrently creating distinctive guest experiences in theme parks.…”

Section: Research Backgroundmentioning

confidence: 99%

Customer experience management in themed amusement parks: the impact of safety measures on the physical, social and digital servicescape of Gardaland Park

Bonfanti

Vigolo

Gonzo

et al. 2023

CBTH

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Purpose This study aims to examine the role of the servicescape in the customer experience management (CEM) of a themed amusement park following the COVID-19 pandemic. Considering the managers’ and customers’ perspectives, this study specifically addresses the following three research questions: first, What changes have occurred in the servicescape following the adoption of safety measures in the park in response to the COVID-19 pandemic? Second, What are the effects of these safety measures in relation to CEM? Third, What are the changes that could be maintained in the future to continue improving the customer experiential journey in the park? Design/methodology/approach A single case study method was adopted. Gardaland Park was selected as the case for this study. Data were collected from several sources: in-depth interviews with managers of Gardaland Park, focus group interviews with customers, and the corporate website and documentary. Reflexive thematic analysis was used to examine the data. Findings The findings reveal that safety measures affect the physical, social and digital (e- and smart) servicescape by influencing the aesthetic (reassurance), entertainment (relaxation), escapist (enjoyment and distraction) and educational (learning) experiences. Among the various changes implemented, the digital servicescape can be improved in the future when the pandemic is over by providing flexible solutions in relation to services at the park (e.g. virtual queuing) or on the website (e.g. dynamic booking). Practical implications The findings provide park managers with practical advice about servicescape organization to facilitate offering safe and memorable customer experiences. Originality/value To the best of the authors’ knowledge, this is the first study to address the effects of safety measures on the servicescape and CEM in themed amusement parks after the COVID-19 pandemic.

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“…According to Salselas, sound can capture and focus spatial or audiovisual attention as a persuasive element [8]. Oh & Kong suggested in their findings that combining animation content with emotional attachment and VR attractions will allow visitors to experience stronger emotional connection, enhanced presence, and deeper immersion [9]. In this final product output, we complemented the animated visual with an instrumental sound design as the emotional element.…”

Section: Figure 1 Design Process Architecture Flowmentioning

confidence: 99%

Designing Immersive Art Installation Highlighting Culture using Spatial Augmented Reality: Case Study in Kuching, Malaysia

Kassim¹

2022

IJCATR

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People have recently discussed Augmented Reality (AR) in art. In the present society, technological advancement has expanded the understanding and creation of art. Augmented Reality is not just limited to interacting using digital devices by the creators or viewers. It is also used as a non-interactive such as with the application of Spatial Augmented Reality. However, more research needs to be conducted on the potential and integration of Spatial Augmented Reality's role in art to promote culture. Based on previous observational studies and surveys among local youth, we proposed a design for art installation employing SAR. The aim was to present to local youth an immersive art as a case study that highlights local artistic motifs to seek its potential as a strategy to create an immersive art experience while promoting local culture. As a result, the study's findings are divided into two categories. First was the process of integrating SAR with an art installation that focused on local aesthetics. Second, the understanding of how SAR-based impact on spectators' experience.

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VR and Nostalgia: Using Animation in Theme Parks to Enhance Visitor Engagement

Abstract: In the theme park industry, returning visits are often considered a measure of success.Numerous parks have incorporated virtual reality (VR) technology to encourage visitors to return.

Cited by 14 publications

References 30 publications

Virtual reality: A review and a new framework for integrated adoption

Virtual reality: A review and a new framework for integrated adoption

Customer experience management in themed amusement parks: the impact of safety measures on the physical, social and digital servicescape of Gardaland Park

Designing Immersive Art Installation Highlighting Culture using Spatial Augmented Reality: Case Study in Kuching, Malaysia

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