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Estimation of the Response Size to the Immersive Content of Virtual Tourism Using Receiver Operating Characteristics (ROC)

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2021, 45(8), pp.9-31
  • DOI : 10.17086/JTS.2021.45.8.9.31
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism
  • Received : June 22, 2021
  • Accepted : October 27, 2021
  • Published : November 1, 2021

In Mook Choi 1 CHON SIHYUN 2

1광주여자대학교
2서영대학교

Excellent Accredited

ABSTRACT

This study aims to provide a technically necessary reference value for producing immersive content in virtual tourism. In order to estimate the size of responsiveness of immersive content for VR tourism, the size of the responsiveness regarding animation, narration, and dynamics (the three properties that have the most significant influence on the number of views) were used in this study. One hundred fifty-two 360° VR videos posted on YouTube were purposively selected and they were compared in terms of responsiveness by simultaneously performing the estimation formula according to the Pythagorean definition and the cut-off point of Receiver Operating Characteristics (ROC) curve analysis. The results of the analyses showed that animation was the most significant discriminating power as a diagnostic tool. It elicited the most robust viewer responses out of all the virtual tourism immersive contents. This indicates that videos with added animation enhance storytelling and viewer immersion. Although the narration and dynamics had relatively weak predictive power, it still demonstrated a significant predicting power for an increase in the number of views. Throughout this study, numerical estimation and objective analyses of realistic types were possible. In addition, ROC research turned out to be a useful diagnostic tool in examining the predictive power for immersive content in virtual tourism.

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