Analyzing the Virtual Reality Experiential Dimensions at the Game Centers of Tourist Destinations.

Virtual Reality (VR) games have attracted the attention of customers lately since they have been offering the most immersive experience through amusement park rides such as VR roller coasters and VR games related to adventure, thrill, scare, etc. Bangalore being a gem of the tourist destination and an IT hub was chosen for the study as it has the greatest potential of offering various VR experiences to the customers. The top 6 of Bangalore's VR game centers were selected based on the popularity and review count from Trip Advisor and Google reviews websites. Analyzing user-generated content has become an intriguing part of business research to find valuable marketing insights for better decisionmaking. The empirical findings show that the majority of the customers are extremely satisfied with the VR experiences and illusion emerges to be the major influencing factors for experiential satisfaction and customers are ready to spend for VR when the VR experiential dimensions meet the expected standards. [ABSTRACT FROM AUTHOR]