Virtual Reality Experience in Tourism: A Factor Analysis Assessment

The objective of this paper is to ascertain the dimensions of virtual reality (VR) experience in tourism. Past studies on VR experience mainly focus on VR system and VR content with 29 indicators all together. They have not identified yet the underlying dimensions forming VR experience. Driven by this research gap, this study attempts to explore the dimensions of experience in VR tourism. A self-administered questionnaire was distributed online and 396 valid responses were generated from tourists who visited Australian tourism destinations through VR. An exploratory factor analysis was executed to produce new underlying dimensions of VR experience. Then, confirmatory factor analysis was performed to ensure the validity of the new dimensions. The result of the factor analysis shows that five new dimensions are formed, namely; enjoyment and learning, escape, involvement, application, and peace of mind. The result of the confirmatory factor analysis confirms the dimensionality of the VR experience construct. This study contributes to the literature on VR experience and its dimensions.