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

Authors

DOI:

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

Keywords:

Virtual reality (VR), Museum, Flow Theory, Hedonic Value, Utilitarian Value, Cultural Heritage

Abstract

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 for museums on visit intentions, using flow theory and dual-path hedonic and utilitarian value, via a structural 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 at enhancing utilitarian value. Furthermore, the hedonic value has a greater effect on satisfaction. In conclusion, VR videos designed for museums can help them attract more visitors.

Author Biographies

  • Osman Nurullah Berk, Beyşehir Ali Akkanat Faculty of Management, Selçuk University, Konya, Türkiye

    Osman Nurullah Berk is a Research Assistant Dr. at the Department of Business Administration, Beyşehir Ali Akkanat Faculty of Management, Selçuk University, Türkiye. During his doctoral studies, he conducted research at Konya Food and Agriculture University and at the University of Osijek, Croatia, and participated in several Erasmus academic mobility programs. In 2026, he will begin his postdoctoral research at the University of Galway, Ireland, supported by a TÜBİTAK International Postdoctoral Research Fellowship. His research focuses on tourism marketing, consumer behaviour, virtual reality and metaverse tourism, and sustainable tourism. His work has been published in SSCI- and Scopus-indexed journals. Berk is also a professional birdwatcher and the academic advisor of the Selçuk University Birdwatching Club.

  • Engin Tengilimoglu, Beyşehir Ali Akkanat Faculty of Tourism, Selçuk University, Konya, Türkiye

    Engin Tengilimoğlu is an Associate Professor in the Field of Tourism at Selçuk University. He holds a Ph.D. in Tourism Management from Ankara Hacı Bayram Veli University (2019), where his doctoral research focused on online service recovery and customer citizenship behavior in the hospitality industry. His primary research interests include service recovery, consumer behavior, artificial intelligence applications in tourism, and hospitality management. Dr. Tengilimoğlu has authored numerous articles in international journals and serves as an editor for various academic publications, including the Selcuk Tourism and Information Technology Research Journal. He also brings practical industry experience from his earlier roles in the hospitality sector.

  • Emel Celep, Faculty of Economics and Administrative Sciences, Selcuk University, Konya, Türkiye

    Emel Celep,  is an Associate Professor in the Business Administration-Production Management and Marketing Department of the Faculty of Economics and Administrative Sciences of the Selçuk University. She has a bachelor's degree in Business Administration from Selcuk University, a Master's degree in Production Management and Marketing Department from the same university. And she has a PhD degree in Production Management and Marketing Department from the Selcuk University in Türkiye. In addition to her academic work, she has held and continues to hold many administrative positions. The main areas of study include marketing management, brand management, consumer behavior, marketing communication, marketing theories, strategic marketing, and tourism marketing. She has extensive experience in her field, including numerous conference presentations, book chapters, articles, and other related works.

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Published

16.03.2026

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Vol. 22 No. 2 (2026)

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Applied Cultural Studies: Research Papers

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How to Cite

Berk, O. N., Tengilimoglu, E., & Celep, E. (2026). The Effect of Virtual Reality Museum Experience on Visit Intention in the Context of Flow Theory: The Role of Hedonic and Utilitarian Values. Tourism & Management Studies, 22(2), 17-29. https://doi.org/10.18089/tms.20260202

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