GLOBAL BUSINESS & FINANCE REVIEW, Volume. 29 Issue.

9 (OCTOBER 2024), 58-70

pISSN 1088-6931 / eISSN 2384-1648∣Https://doi.org/10.17549/gbfr.2024.29.9.58

GLOBAL BUSINESS & FINANCE REVIEW

www.gbfrjournal.org
for financial sustainability and people-centered global business 1)

Elderly Tourism Using Virtual Reality: Verification of Strategies to

Build Loyalty Using the Loyalty Chain Stages Theory
Hyunjun Choia, Junghyun Parkb, Eun Ae Oha, Jongsik Yuc†
a
Department of Hotel and Foodservice Management, Chungcheongbuk-do, Korea
b
Assistant Professor, Hotel and Tourism Department, Gangwon-do, Korea
c
Assistant Professor, Department of Hotel and Foodservice Management, Chungcheongbuk-do, Korea

ABSTRACT

Purpose: Among the various approaches enabled by virtual tourism, AR and VR are the most effective; VR operates
in a completely artificial environment presenting an independent or separate artificial world, while AR integrates
features of both artificial and real environments. Against this backdrop, this study aims to provide implications
for VR/AR tourism for older people by integrating VR and AR technologies.
Design/methodology/approach: The theoretical framework presented in this study includes the four attributes of
VR and the loyalty chain stages theory. A total of six hypotheses are presented to explain the process by which
the attributes of VR build loyalty toward senior tourism using VR. To ensure research objectivity, the study utilized
a quantitative approach through empirical analysis, employing SPSS and AMOS for frequency, factor, and correla-
tion analyses.
Findings: The results of the empirical analysis showed that presence, conceptual understanding, and human sense
built significant loyalty toward VR, while embodied interactivity did not. The results of this study prove the neces-
sity and importance of senior tourism using VR at this point where there is a continuous increase in the elderly
population, and also highlight the fact that the attributes of VR build loyalty toward VR.
Research limitations/implications: This study has the following limitations. First, all respondents are nationals
of South Korea. Second, this study primarily focuses on tourism for older adults using VR. Third, older adults
were considered as a uniform group regardless of gender, income, or educational level.
Originality/value: In today's society, a growing desire for travel exists among older people, although they face
difficulties in actually traveling due to various physical, economic, and cultural constraints. Therefore, virtual reality
(VR) and augmented reality (AR) technologies are expected to play a useful role in providing travel experiences
to older tourists.

Keywords: elderly tourism, virtual reality, loyalty chain stages theory

I. Introduction have increased human life expectancy (Liew et al.,

2021). The longer average lifespan and the aging
of the global population are major challenges facing
Advances in medicine and changes in lifestyle today's society. Maintaining social participation and
emotional and psychological well-being among older
Received: May. 27, 2024; Revised: Jun. 21, 2024; Accepted: Jul. 12, 2024 people is a key element in addressing this challenge.
† Corresponding author: Jongsik Yu Tourism and travel play a crucial role in enhancing
E-mail: ngannb@hvnh.edu.vn

ⓒ Copyright: The Author(s). This is an Open Access journal distributed under the terms of the Creative Commons Attribution
Non-Commercial License (https://creativecommons.org/licenses/by-nc/4.0/) which permits unrestricted non-commercial use, distribution,
and reproduction in any medium, provided the original work is properly cited.
 Hyunjun Choi, Junghyun Park, Eun Ae Oh, Jongsik Yu

cultural exchange, increasing life satisfaction, and technologies can negate physical limitations, fatigue
providing vitality in old age. Accordingly, in today's from long-distance travel, and linguistic and cultural
society, a growing desire for travel exists among barriers, allowing for enjoyable virtual travel
older people, although they face difficulties in actually experiences that feel as if one is truly at various
traveling due to various physical, economic, and global destinations (Lee & Kim, 2019). Such digitized
cultural constraints (Song & Kang, 2021). These tourism injects vitality into the lives of older adults
constraints manifest as long flight times, economic and helps maintain social connections and emotional
burdens, and a lack of understanding of digital support. Additionally, the VR environment is not
technology. However, older people also retain the just a solitary activity; it can create opportunities for
instinct to seek pleasure and enjoyment through travel, emotional connections and new topics of conversation
dining, and experiences (Oh, 2018). The older when users enjoy virtual travels with family and friends,
demographic holds a significant consumption demand thereby preventing social isolation and sustaining
within the tourism industry and represents a group vitality (Kim & Choi, 2023; Kim & Lee, 2020).
with great potential for the development of the tourism The advancement of information and communication
market (Lee, 2022). Therefore, virtual reality (VR) technology and the internet is accelerating changes
and augmented reality (AR) technologies are expected across the entire tourism industry ecosystem, ultimately
to play a useful role in providing travel experiences contributing to the creation of new business models,
to older tourists (Yang, 2019; Kim & Seo, 2020). changes in the distribution channel structure for
According to a report by the World Health tourism, and integration of tourism suppliers (Stefan,
Organization (Who, 2021), by 2030, one in six people 2019). Among the various approaches enabled by
worldwide will be over 60, with the number increasing virtual tourism, AR and VR are the most effective;
from 1 billion in 2020 to 1.4 billion in 2030. Similarly, VR operates in a completely artificial environment
in South Korea, the older population aged 65 and presenting an independent or separate artificial world,
over was approximately 18% of the total population while AR integrates features of both artificial and
in 2022, and is expected to increase to approximately real environments (Jung et al., 2021). Immersive
26% by 2030, entering an era of super-aging (Cho advanced technologies are being widely applied in
& Noh, 2021; Kim, 2022). As aging progresses, the the tourism business. While some studies empirically
lifestyles and values of older adults are changing. investigate consumer experiences with VR and AR
Unlike in the past, today's older adults pursue a more aligned with industry trends (Jung et al., 2021; Lee &
active life and are not satisfied with just a comfortable Oh, 2022), a detailed review of the literature on older
retirement. They want to overcome physical limits adults and virtual tourism reveals that empirical
and pursue pleasures of life, not merely changing studies addressing the integration of these two areas
locations for tourism but to experience culture and are almost nonexistent. Moreover, improving customer
accumulate new experiences (Zhang & Lee, 2022). loyalty might be regarded as the most effective way
VR and AR technologies align well with these to establish continuous and long-term relationships
values of older adults. Such technologies can offer with seniors in the senior tourism market that utilizes
virtual tourism as a realistic alternative to actual travel; VR and AR. As the significance of loyalty continues
VR can immerse users in entirely new environments, to grow, more segmented development stages used to
while AR can enhance the real world by adding layers measure customer loyalty are becoming increasingly
of information and entertainment (Park & Joo, 2023). important (Evanschitzky & Wunderlich, 2006; Han
These technologies can provide customized travel et al., 2019). Therefore, this study employed the loyalty
experiences for older adult users, reduce their social chain theory based on previous research that suggests
isolation, stimulate cognitive abilities, and enhance customer loyalty does not appear simultaneously but
overall life satisfaction. Moreover, these digital develops in stages. To be precise, the loyalty chain

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theory provides a theoretical background for Yoon, 2019). Park (2022) categorized AR into three
understanding the process through which loyalty in components, namely, a fusion of real and virtual
senior tourism is created using VR and AR. Against images, real-time interaction, and a virtual object
this backdrop, this study aims to provide implications situated in 3D reality. In contrast to VR, which entirely
for VR/AR tourism for older people by integrating obscures the real world, AR is characterized by its
VR and AR technologies. foundation in reality. A prime example is the head-up
display installed in cars and aircraft.
The application of VR and AR in the tourism
sector is increasing, and the government is advocating
II. Literature Review and Research for research, development, and practical use. The Korea
Hypotheses Content Promotion Institute invested approximately 51.7
billion won from 2015 to 2018 and revealed 104
A. Quality Characteristics of Virtual Reality local contents utilizing VR/AR (Lee, 2021). Additionally,
(VR) Kim (2021) reported that according to a VR/AR
industry survey, the sales of VR/AR content amount
Virtual reality (VR), a groundbreaking technology to approximately 181 billion, which indicates active
that emerged during the 20th century, serves as an utilization.
immersive, interactive interface for users (Chon & It proves that the characteristics of VR and AR
Choi, 2021). By diversifying the visual perception could be a significant alternative to overcome the
of users through machinery, VR introduces a digitally limitations inherent in conventional tourism products
constructed space, which offers a sensory experience (Yu et al., 2023). Particularly, it addresses the economic,
akin to reality within this virtual environment (Song, physical, and mental limitations experienced by
2021). Furthermore, VR enables users to gain four seniors. This implies that seniors might experience
distinct experiences, namely, immersion, emotional economic issues owing to unsteady income and
empathy, agency, and transformation, through interaction age-related physical issues might hinder them from
with content and graphics (Moon & Koo, 2023). taking advantage of traditional tourism products.
As such, VR is a pioneering technology that propels Thus, many researchers have been proposing virtual
the Fourth Industrial Revolution and ranges from tourism to address the various issues associated with
a virtual world grounded in reality to one that is traditional tourism products (Kim et al., 2021; Liew
entirely conceived from imagination (Kim & Kang, et al., 2021). Particularly, virtual tourism using VR
2018). The global VR market is projected to reach and AR could be a great way to overcome the
approximately $32.64 billion in 2024 (Fortune economic, physical, and mental challenges of seniors,
Business Insights, 2024), and this growth is anticipated and provide a highly effective method to actively
to accelerate with the increase in digital transformation meet their tourism desires (Fiocco et al., 2021; Yu
in the tourism sector. A notable VR device called et al., 2023).
the Apple Vision Pro creates an impression that all Previous studies on VR/AR include the research
experiences are directly unfolding before the eyes of Choi (2020) on theme park attractions through
of users. It dynamically reacts to natural light and VR and AR, the exploration of Lee & Kim (2018)
casts shadows in the physical world, which, thereby, of effective teaching methods for students via virtual
imparts a sense of space and distance (Apple Vision Pro). exhibitions of online art museums, the examination
Augmented reality (AR) technology creates an of Kim et al. (2023) of the impact of memorable
environment in which virtual objects interact with tourism experiences on virtual tourism and revisit
real-world objects. It enables users to perceive 3D intention, and the inquiry of Lee (2023) on the
virtual objects displayed in the real world (Park & influence of usage intention when experiencing

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 Hyunjun Choi, Junghyun Park, Eun Ae Oh, Jongsik Yu

Table 1. Summary of studies in VR/AR

References Untact service

Lee & Hong (2023) Utilization of online art museums through virtual exhibitions
Kim et al., (2023) The impact of memorable tourist experiences on revisit intention through virtual tourism
Exploring the conversion behavior of tourists targeting users of YouTube tourism content (LAN
Lee & Kim (2021)
cable tourism)
Identifying the relationship between theme park visitors' use experience of virtual environment
Koo (2018)
amusement facilities, relationship quality, and repeat visits
Choi (2020) Utilizing theme parks through virtual reality and augmented reality
Developing a theoretical framework including VR tourism and real-world experiences, cognitive
Kim et al., (2020)
and emotional responses, attachment, and visit intention.
Cho et al., (2002) The richness of VR content and beneficial experiences provide significant benefits to potential tourists

tourism experiences in VR. Through these preceding or products based on direct experiences or recently
articles and Table 1, the current study aims to conduct acquired information. This aspect is primarily
research on elderly tourism through VR/AR by dependent on the functional characteristics and benefits
defining the quality characteristics of VR/AR in terms of products, such that the emotional participation
of reality, comprehensibility, interactivity, and or immersion of consumers is not significant (Kim,
sensibility and intends to provide insights for 2023). Therefore, consumers can quickly and easily
digitalized tourism. switch to other products or services at this stage
due to the various products and communication
strategies of companies. In addition, it is formed
B. Understanding Loyalty on the basis of the perceived value of the product
or service provided by the company, the quality of the
For consumers, loyalty pertains to the act of using product and service, and brand image. As satisfaction
services or products and continuing to do so in the increases, consumers begin to form affective loyalty
future (Chen & Lee, 2021; Hwang, 2022; Oliver, by accumulating positive emotions or attitudes
1997). In other words, consumers who are satisfied experienced through the product or service, which
with a product or service tend to exhibit a behavior is considered the second stage of loyalty.
of continuous purchase, which can manifest as an Affective loyalty refers to the emotional attitude
intention to reuse or a word-of-mouth intention. Kim and degree of customer satisfaction formed after the
(2018) proposed that deep immersion leads to the satisfaction of cognitive functions. Satisfaction as
behavior of continuously purchasing specific products a result of meeting the expectations of consumers
and services and recommending them to acquaintances. induces affective loyalty, which is defined as a
Lim & Jeon (2019) defined it as attachment, favoritism, comprehensive evaluation based on direct experience
and repurchase when consumers are satisfied with that includes attachment (Han & Hyun, 2012). It
a product or service. Oliver (1999) described it as is a stage in which affective relationships are formed
a firm commitment to repurchase goods and services according to positive usage experiences of specific
despite difficult situations, obstacles, and offers from brands or services, which has been examined as
competitors, and it can be distinguished as cognitive, various favorability with the formation of the
emotional, and active loyalty over time. favorable attitudes of consumers. However, Oliver
Cognitive loyalty is a form of loyalty based on (1999) argues that the stage of affective loyalty is
the cognitive beliefs of consumers about specific the point in which companies need to decrease the
products or services. They form cognitive of brands possibility of consumers to switch to other competitors

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through strategies to lead consumers to a deeper level enjoyment in virtual reality on loyalty. The authors
of loyalty. defined the attributes of AR as recreational,
The next stage of affective loyalty is conative educational, deviant, and aesthetic and posited that
loyalty, which encapsulates the deliberate intent and virtual sports via VR exert a significant positive
willingness of consumers to purchase the products impact on loyalty. In essence, all experiences that
or services of a specific company and the extent may occur in the actual field can be similarly provided
of customer engagement. This stage signifies a by VR, which, thereby, adequately fosters loyalty.
conscious decision to persist in purchasing the Jhee et al. (2022) examined the characteristics of
products or services of the company and is a factor virtual environments (e.g., interaction, playfulness,
that bolsters the propensity to repurchase. However, aesthetics, and relevance) to offer suitable services
accumulating negative experiences may diminish by establishing a virtual avatar. The authors proposed
consumer engagement and, ultimately, inhibit the suggested that such a positive customer experience
realization of purchase behavior (Kim, 2023). leads to reuse intention and engenders loyalty. Hong
Behavioral loyalty may emerge after the establishing of & Han (2020) investigated the impact on reuse and
these three forms of loyalty. This form is characterized purchase intentions when customers shop in VR and
by the continuous procurement of services and AR environments. Meanwhile, Lee (2023) conducted
initiation of word-of-mouth recommendations to peers. a research on virtual tourism experiences using VR
This loyalty model has been the subject of extensive and assessed whether or not they could substitute
research across industries. For example, Park & Hyun for actual tourism. The authors also pointed out that
(2016) examined the integrated model of service it exerts a positive impact on revisit intention. Moon
loyalty offered in beauty salons and focused on the (2023) probed the impact on satisfaction and
loyalty stage model. Kim & Kim (2015) posited that behavioral intention by constructing a tourist site
the positive emotions engendered at each stage of in which the Changgyeonggung Palace can be
loyalty in mobile messenger services positively experienced via AR. Similarly, this study also explored
influence behavioral intention. Numerous tourism the impact of senior tourism through VR and AR
industries implement various loyalty programs to on loyalty.
cultivate and retain loyal customers. However, The veracity and emotional reactions elicited by
whether or not the attachment, positive attitude, and Virtual Reality (VR) experiences, encompassing
motivation engendered by the benefits of such elements such as enjoyment, emotional engagement,
programs will foster customer loyalty given perpetually and immersion, directly influence customer loyalty
escalating challenges and burgeoning competition (Yan et al., 2022; Kim et al., 2020) Oliver's research
remains uncertain (Back & Park, 2003). Therefore, (Oliver, 1999) on loyalty delineates that loyalty can
drawing on previous research, the current study be stratified into four distinct stages: cognitive,
examines the impact on the sequential loyalty of affective, conative, and action loyalty. He posits that
elderly tourists facilitated through VR and AR. each stage is influenced by a unique set of factors
and evolves sequentially rather than concurrently.
Han et al. (2019) argued that sustainable management
practices in hotels, such as recycling and water and
III. Relationship between Constituent energy conservation, have a positive impact on
Concepts and Hypothesis cognitive loyalty toward hotels. Furthermore, cognitive
loyalty thus formed induces a stronger loyalty, which
A. Relationship between VR and Loyalty has a positive impact on affective loyalty and conative
loyalty. Additionally, Roy et al. (2014) discussed
Choi et al. (2022) explored the influence of sports that cognitive loyalty toward Websites positively

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 Hyunjun Choi, Junghyun Park, Eun Ae Oh, Jongsik Yu

impacts affective loyalty. They also explained the a positive effect on cognitive loyalty.
process of forming loyalty that evolves into conative Hypothesis 3: The embodied interactivity of VR/AR
loyalty. In the context of VR tourism, the sense of characteristics will significantly exert a positive
presence experienced during VR interactions effect on cognitive loyalty.
positively influences enjoyment (Tussyadiah, 2016). Hypothesis 4: The human sense of VR/AR char-
Moreover, cognitive loyalty responses elicited within acteristics will significantly exert a positive
the framework of tourism-oriented VR activities have effect on cognitive loyalty.
been empirically demonstrated to exert a positive Hypothesis 5: Cognitive loyalty will significantly
impact on affective loyalty responses (Kim et al., exert a positive (+) effect on affective loyalty.
2020). Furthermore, the study conducted by Yan et Hypothesis 6: Affective loyalty will significantly
al. (2022) and Kim et al. (2020) on VR services exert a positive (+) effect on conative loyalty.
and customer loyalty revealed that affective loyalty
serves as a precursor to conative loyalty. Affective
loyalty, characterized by elements such as flow and B. Research Model
emotional involvement, has been found to positively
influence the development of conative loyalty, which The theoretical framework presented in this study
includes aspects such as visit intention and willingness includes the four attributes of VR (presence, conceptual
to pay a premium. understanding, embodied interactivity, and human
sense) and the loyalty chain stages theory. A total
Hypothesis 1: The presence of VR/AR characteristics of six hypotheses are presented to explain the process
will significantly exert a positive effect on by which the attributes of VR build loyalty toward
cognitive loyalty. senior tourism using VR. The specific research model
Hypothesis 2: The conceptual understanding of is detailed in Figure 1.
VR/AR characteristics will significantly exert

Presence

Conceptual
understanding

Cognitive loyalty Affective loyalty Conative loyalty

Embodied
interactivity

Human sense

Figure 1. Proposed research model

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IV. Methods B.Sample Characteristics

A. Date collection and Measurement Development This study conducted a demographic analysis to
explore the respondents' characteristics. The specific
This study employed a quantitative approach analysis examined the respondents' gender, income,
through empirical analysis to ensure objectivity, and and education levels. The specific results of the
the data were collected via a survey method. The demographic analysis are detailed in Table 2.
survey employed a web-based system from a
professional internet survey agency, and respondents
were randomly selected through the agency's database.
Respondents were clearly informed about the purpose V. Results
of the study and assured that their personal information
would be kept confidential. Moreover, to collect more A. Confirmatory Factor Analysis and Correlation
valid and clear data for the purposes of the research,
the respondents were limited to residents of South This study conducted confirmatory factor analysis
Korea aged 60 and above. To suit our research context, to verify validity. As reported in Table 3, the results
we modified and supplemented measurement items of step-by-step item configuration for optimal fit were
whose validity and reliability have been proven in χ2=327.050, df=168, p=.001, χ2/df=1.946, CFI=
previous studies. Specifically, this study, based on .962, NFI=.953, TLI=.958, RMSEA=.055, which
Yu et al. (2024), attempts to measure the attributes indicates a satisfactory model fit. Additionally, the
of VR and AR in terms of presence, conceptual convergent validity of the measurement model could
understanding, embodied interactivity, and human be confirmed through factor loadings (criteria: ≥.7)
sense. Additionally, it refers to Han et al. (2019) or significance (t-value), construct reliability (CR,
to assess cognitive loyalty, affective loyalty, and criteria: ≥.7), and average variance extracted (AVE,
conative loyalty. The measurement scale was a 7-point criteria: ≥.5) (Hair, 2010). The factors in Table 3
Likert scale (1 very much not, 4 average, 7 very meet all these thresholds, thus confirming convergent
much so), and the analytical method used included validity. Prior to hypothesis testing for correlation
SPSS 27 and AMOS 27 for frequency, factor, analysis, Pearson's correlation analysis revealed
correlation, and regression analyses. significant correlations between realism, conceptual
understanding, interaction, sensory, cognitive,
emotional, and active loyalty factors with p<.001.
Furthermore, discriminant validity can be confirmed

Table 2. Participant profile

Participant profile (n = 296) Frequency Percent

Male 165 55.7
Gender
Female 131 44.3
Age 60s or older 296 100
Lower than high school degree 76 25.7
community college 84 28.4
Educational level
College graduate 98 33.1
Graduate degree 38 12.8
Total Less than $9,999 91 30.7
annual household $10,000-$29,999 106 35.8
income $30,000 and more 99 33.4

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 Hyunjun Choi, Junghyun Park, Eun Ae Oh, Jongsik Yu

Table 3. Results of the confirmatory factor analysis for the measurement model

Factor Items Mean SD CR AVE

Virtual tourism using VR and AR might make me feel like I'm in a
real world.
Virtual tourism using VR and AR might make me feel like I'm in a
Presence 4.818 1.036 .860 .671
real tourist spot.
Virtual tourism using VR and AR might make me feel like I'm going
around a real tourist spot.
I think I will not experience any difficulty with virtual tourism using
VR and AR.
Conceptual
I think I can fully understand the concept of virtual tourism using VR 4.708 1.048 .859 .671
understanding
and AR.
I think I can easily learn virtual tourism using VR and AR.
I think I can be fully immersed in virtual tourism using VR and AR.
I think I can fully interact with the environment of virtual tourism using
Embodied
VR and AR. 4.657 1.012 .873 .696
interactivity
I think I can interact with various contents in virtual tourism using VR
and AR.
I think I can feel all senses (e.g., vision, hearing, touch, smell, and taste)
in virtual tourism using VR and AR.
Human I think I myself in virtual tourism using VR and AR can be regarded
4.736 1.015 .855 .663
sense as real.
I think I can actually have psychological reactions (e.g., fear, curiosity,
anticipation, etc.) in virtual tourism using VR and AR.
I think I will put virtual tourism using VR and AR as a first option.
Cognitive I think I will use virtual tourism using VR and AR in most cases.
4.840 .978 .886 .722
loyalty
I think that virtual tourism using VR and AR is better than traditional
tourism.
I think that virtual tourism using VR and AR is really good.
Affective
I think that I feel attracted to virtual tourism using VR and AR. 4.839 1.022 .869 .688
loyalty
I think that I prefer virtual tourism using VR and AR.
I think I want to use virtual tourism using VR and AR again.
Conative
I think I want to recommend virtual tourism using VR and AR. 4.822 1.010 .875 .699
loyalty
I think I will talk about virtual tourism using VR and AR positively.

by comparing the AVE values with the square values B. Regression Analysis and Hypothesis
of the correlation coefficients between each concept. Testing
Generally, when all AVE values are greater than
the squared correlation coefficients, discriminant The results of the regression analysis for
validity is considered confirmed; in this study, Hypothesis Testing 1 are as follows. The estimated
discriminant validity was secured for all constructs. regression statistics for Hypothesis 1 between the
The specific results of the correlation analysis and independent variable and the dependent variable
discriminant validity are detailed in Table 4. (cognitive loyalty) are (R²=0.859, Ad. R²=0.857,
p=.000), and are below the estimated regression
equations for the independent variable, as presented
in Table 5. Regarding the significance of each variable

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Table 4. Measurement model assessment and correlations

(1) (2) (3) (4) (5) (6) (7)

Presence (1) 1.000
.741a
Conceptual understanding (2) 1.000
(.549)b
.716 .739
Embodied interactivity (3) 1.000
(.512) (.546)
.724 .723 .728
Human sense (4) 1.000
(.524) (.522) (.529)
.497 .596 .506 .505
Cognitive loyalty (5) 1.000
(.247) (.355) (.256) (.255)
.501 .509 .518 .528 .631
Affective loyalty (6) 1.000
(.251) (.259) (.268) (.278) (.398)
.527 .507 .505 .503 .622 .648
Conative loyalty (7) 1.000
(.277) (.257) (.255) (.253) (.386) (.419)
a
Note. Correlations between the variables are below the diagonal.
b
The squared correlations between the variables are within the parentheses.

Table 5. Results of the regression analysis

Equations (R²) Coefficient

Independent variable → dependent variable t-value
(Adjusted R²) (standardized)
Presence → cognitive loyalty .236 3.591***
Equation 1 (R² = 0.859) Conceptual understanding → cognitive loyalty .125 1.749
(Adjusted R² = 0.857) Embodied interactivity → cognitive loyalty .321 4.761***
Human sense → cognitive loyalty .276 4.469***
Equation 2 (R² = 0.856)
Cognitive loyalty → affective loyalty .925 41.787***
(Adjusted R² = 0.855)
Equation 2 (R² = 0.879)
Affective loyalty → conative loyalty .938 46.293***
(Adjusted R² = 0.879)
*p < .05, **p < .01, ***p < .001

of VR/AR characteristics, realism, interaction, and Hypothesis 3: Independent variable (interaction)

sensory, all exhibited statistically significant effects. estimated regression equation β=0.321, t=
Specifically, realism (β=0.236, t=3.591), interaction 4.761, p=.000 (adopted).
(β=0.321, t=4.761), and sensory (β=0.276, t=4.469) Hypothesis 4: Independent variable (sensory) estimated
all have a positive impact on cognitive loyalty. regression equation β=0.276, t=4.469, p=.000
However, conceptual understanding did not have an (adopted).
impact on cognitive loyalty. Therefore, all factors
except for conceptual understanding were adopted. The results of the regression analysis for
Hypothesis Testing 2 are as follows. The estimated
Hypothesis 1: Independent variable (realism) estimated regression statistics for Hypothesis 2 between the
regression equation β=0.236, t=3.591, p=.000 independent and the dependent variable (emotional
(adopted). loyalty) are (R²=0.856, Ad. R²=0.855, p=.000), and
Hypothesis 2: Independent variable (conceptual cognitive loyalty has a positive (β=0.925, t=51.787)
understanding) estimated regression equation impact on emotional loyalty.
β=0.125, t=1.749, p>0.5 (rejected).

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 Hyunjun Choi, Junghyun Park, Eun Ae Oh, Jongsik Yu

Hypothesis 5: Independent variable (cognitive loyalty) a positive impact on cognitive loyalty. Therefore,
estimated regression equation β=0.925, t= advancing VR/AR realism technologies to ensure
41.787, p=.000 (adopted). minimal discrepancies with actual tourist sites is
important. For example, variables such as wind,
The results of the regression analysis for sunlight, and scenery could change according to
Hypothesis Testing 3 are as follows. The estimated seasons and time of day. Furthermore, through
regression statistics for Hypothesis 3 between the sophisticated interface design, it is crucial that users
independent and the dependent variable (active can seamlessly integrate into the virtual or augmented
loyalty) are (R²=0.879, Ad. R²=0.879, p=.000), and environments (image quality, resolution), with the
emotional loyalty has a positive impact on active development of high-resolution displays or lenses
loyalty. necessary to experience realistic images.
Second, interaction features play an essential role
Hypothesis 6: Independent variable (emotional in how users interact with the virtual environment
loyalty) estimated regression equation β=0.938, and how these experiences impact their cognitive
t=46.293, p=.000 (adopted). loyalty. As the quality of interaction improves, users
have more positive experiences, which can in turn
develop their loyalty and satisfaction. By interacting with
the machine, users can experience a new dimension,
VI. Discussion where they directly manipulate the technology through
movement, expression, and decision-making, thereby
experiencing the dynamics between human behavior
This study empirically demonstrated the impact and technology. Technologies that accurately track user
of VR/AR on loyalty among older tourists and movements are necessary, and 3D audio technology
provided implications based on significant findings. should be used to allow sound to vary depending
To ensure research objectivity, the study utilized a on the user's location and orientation. Additionally,
quantitative approach through empirical analysis, touch technologies that respond to the user's gestures
employing SPSS and AMOS for frequency, factor, or body movements need to be enhanced.
and correlation analyses. All hypotheses except Third, among the characteristics of VR/AR, sensory
Hypothesis 1-2 were accepted. The data used in the aspects positively affect cognitive loyalty. Sensory
empirical analysis was collected via an online research elements include visual, auditory, and tactile
agency, and respondents were randomly selected from components, thus enhancing the user's immersive
the internet web agency's database. The respondents experience. The higher the quality of these sensory
were clearly informed about the purpose of the study elements, the more interesting users find the
and assured that their personal information would experience, and the more it resembles a real
be kept confidential. Respondents were limited to experience, the more the loyalty can increase. For
residents of South Korea aged 60 and above. The example, providing adjustable vibration or touch
implications of the analysis results are as follows. sensitivity, or a temperature change system, can
First, the characteristics of VR/AR of realism, positively influence the user's emotions.
interaction, and sensory significantly and positively Fourth, the lack of significant impact of conceptual
affect cognitive loyalty. Realism in VR/AR helps understanding on cognitive loyalty was an unexpected
users perceive virtual environments or situations as result. Users may face difficulties due to not
similar to reality. This sense of reality enhances understanding the usage or concept of the technology,
immersion, making users feel as if they are actually but unlike in the past, the time it takes for older
at the desired tourist destination, ultimately having individuals over 60 to encounter and adapt to new

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digital technologies is decreasing, and technologies Technology is being utilized in various sectors,
are being developed to be easier to use rather than including travel agencies, hotels, cultural and
complex. Furthermore, even if users do not clearly historical sites, and the entertainment industry. Travel
understand the usage or concept of the technology, agencies, for instance, use VR or AR technologies
support services are available that can provide easy to enable virtual experiences of attractions and tourist
help, such as AI. Enhancing accessibility and ensuring sites worldwide, while historical sites can recreate
that users can easily access and use the technology, historical places and reflect that era by providing
thereby broadening the adoption and user range of various elements. Hotels and accommodations are
the technology, are becoming increasingly important. similarly applying this technology, offering virtual
Next, cognitive loyalty had a significant positive tours that allow guests to experience rooms and
effect on emotional loyalty. Such results can be facilities. Additionally, virtual experience products
regarded to agree with Han et al. (2019) that that introduce local culture and traditions exist, as
sustainable hotel management has a positive impact well as virtual realities that allow users to enjoy roller
on cognitive loyalty, affective loyalty, and conative coasters or water rides like in theme parks. Many
loyalty. This, in turn, implies that the characteristics older individuals may find actual travel difficult due
of VR and AR perceived by seniors might induce to health issues or aging. However, with AR/VR,
loyalty toward virtual tourism using VR and AR, they can experience travel virtually and enjoy it safely.
leading to more robust loyalty. Cognitive loyalty is the They can also explore cultural and historical tourist sites
user's ability to cognitively evaluate and understand around the world. Thus, they can acquire extensive
a product or brand; if a user understands the features knowledge about different cultures and histories,
and benefits of a product, then they are said to have ultimately making it an educational experience.
high cognitive loyalty. As a result, understanding Additionally, this indirect form of tourism enables
and knowledge of the product improve, which communication with others and social connection.
enriches the user experience and helps to strengthen It can help reduce social isolation for older adults
emotional loyalty. Additionally, users with high and help maintain relationships. Finally, experiencing
cognitive loyalty have high trust in the product, which virtual tourism can alleviate stress and promote
enhances the perceived reliability of the product and positive emotions, enhancing psychological health,
maintains ongoing loyalty. allowing the reliving and re-experiencing of past
Fifth, emotional loyalty positively affected active travel memories, and stimulating emotional nostalgia,
loyalty. This implies that a user's emotional connection which can have a positive psychological impact.
and satisfaction are crucial in forming behavioral This study has the following limitations. First, all
loyalty toward a product. Users with high emotional respondents are nationals of South Korea. Therefore,
loyalty have positive feelings toward the product, generalizing the findings to older adults from other
which increases their trust in it. Therefore, users with countries and cultures is limited. Second, this study
high emotional loyalty are more likely to reuse the primarily focuses on tourism for older adults using
product and engage in positive word-of-mouth VR. In short, the results are not easily generalized
activities. Hence, the significant impact of emotional to individuals under the age of 60. Therefore, future
loyalty on active loyalty indicates that users display research needs to expand tourism studies using VR.
loyalty to the product, which enhances loyalty through Third, older adults were considered as a uniform
maintaining positive customer relationships. group regardless of gender, income, or educational
Currently, tourism products using AR/VR are level. However, differences among older adults based
offered in various forms, and through these technologies, on gender, education, and income regarding VR may
users are experiencing travel and tourism environments certainly exist, so future research should verify differences
virtually that they could not experience in reality. based on various demographic characteristics.

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 Hyunjun Choi, Junghyun Park, Eun Ae Oh, Jongsik Yu

Acknowledgment shopping experience in virtual reality and Augmented

Reality on Consumer Decision Making: Analysis of
mediating effect of perceived value. Korea Business
Review, 24, 173-187.
This research was partially supported by the Hwang, S. Y. (2022). Effects of online purchase e-CRM activities
Cheongju University Research Scholarship Grants and e-sustomer satisfaction on e-loyalty during COVID-19:
The mediating effects of e-customer satisfaction. Global
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Jhee, S. Y., Han, S. L., & Jung, H. Y. (2022). Effect of avatar
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