테마파크의 가상현실(VR) 놀이시설이 고객 만족과 구전효과에 미치는 영향

Effect of Customer Satisfaction and Word-of-Mouth by Theme Park Virtual Reality Attraction Service

This study attempted to present the necessity of VR amusement facilities in theme parks by understanding the effects of experience using VR amusement facilities in theme parks on customer satisfaction and word of mouth. For this, factor analysis and regression analysis were conducted to draw the following conclusions. Five factors were found through factor analysis. The experience of VR amusement facilities was divided into physical space and realistic experience, and customer satisfaction and word of mouth effect were shown as eWOM and WOM. As a result of analysis for these factors, all were found to have a significant influence. Customers who experience the theme park's VR amusement facilities are satisfied and show their intention to share with others. In other words, it should be recognized that the use of VR amusement facilities can increase visitors and increase financial performance through customer satisfaction and word of mouth effect. Therefore, managers should come up with a plan to improve customer satisfaction and word of mouth effect by introducing VR amusement facilities.