The Impact of Virtual Reality Experiences in Tourist Destinations on Satisfaction and Intention to Visit

Recently, tourism contents using virtual reality have been developed and services have been provided to revitalize tourism, and modern virtual reality is expected to become a major driving force for new businesses that can develop various tourism cultural contents. Accordingly, the purpose of this study is to present implications that can help improve the quantity and quality of the virtual reality experience of the Hanok Village in Jeonju by identifying the impact of the virtual reality experience of the Hanok Village in Jeonju on satisfaction and visit intention. This study applied experiential economic theory to virtual reality in a Hanok village and analyzed the satisfaction and visit intention that tourists feel while experiencing virtual reality. As a result of the analysis, first, virtual reality experience was found to affect satisfaction. Second, virtual reality experience was found to affect visit intention. Third, satisfaction was found to affect visit intention.