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The Effect of Virtual Reality Museum Experience on Visit Intention in the Context of Flow Theory: The Role of Hedonic and Utilitarian Values

Osman Nurullah Berk et al.

Tourism & Management Studies2026https://doi.org/10.18089/tms.20260202article
ABDC C
Weight
0.50

What the paper says

Recently, there has been growing interest in virtual reality as an effective technology and marketing tool that allows individuals to experience museum exhibits in an interactive,immersive way. This study examines the impact of VR videos designed formuseums on visit intentions, using flow theory and dual-path hedonic and utilitarian value, via astructural equation model. After watching the VR video designed for the Dolmabahçe Palace Museum, participants were asked to complete a questionnaire measuring their perceptions, attitudes and intentions. The results indicate that flow experience dimensions have a positive effect on both hedonic and utilitarian values, which, in turn,affect satisfaction and offline visit intention. It has been found that telepresence is more effective at enhancing hedonic value, while focused attention is more effective atenhancing utilitarian value. Furthermore, the hedonic value has a greater effect on satisfaction. In conclusion, VR videos designed for museums can help themattract more visitors.

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https://doi.org/https://doi.org/10.18089/tms.20260202

Or copy a formatted citation

@article{osman2026,
  title        = {{The Effect of Virtual Reality Museum Experience on Visit Intention in the Context of Flow Theory: The Role of Hedonic and Utilitarian Values}},
  author       = {Osman Nurullah Berk et al.},
  journal      = {Tourism & Management Studies},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.18089/tms.20260202},
}

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.