The Effects of Virtual Reality Technology on Visitor Experience: Legoland, Johor, Malaysia

  • Nurul Azhani Mohd Azmin
  • Nurul Aida Hamidon
  • Nor Mazlina Mohamad Amin
  • Suhaili Ishak


Nowdays, theme parks are a growingly common travel destination for tourists all over the world. According to Themed Entertainment Association (2016), theme parks provide an experience with a distinctive atmosphere and as such offer top-notch rides and attractions, a wide range of performances and events, environmental buildings and landscapes, options for dining, and eye-catching retail stores. Technology advancements have a significant impact on the travel and tourism sector, improving customer satisfaction by giving them a more immersive experience. Virtual reality (VR) is a new area of technological development that is increasingly being used in a variety of fields, including entertainment, marketing, and education (Guttentag, 2010). This research aims to understand how VR technology may enhance theme park visitors' experiences and actions. Data was gathered from 200 theme park guests who have experience VR roller coasters in the previous 12 months. The data was collected by using quantitative method. Statistical Package for Social Sciences (SPSS) was used for data analysis. The result of the study indicates that functional and experience has a significant impact on satisfaction and revisit intention at LEGOLAND Malaysia. The findings of this study can be used by the management to plan and implement marketing activities that will improve the services offered by the LEGOLAND Malaysia.


Bonetti, F., Warnaby, G., & Quinn, L. (2017). Augmented Reality and Virtual Reality in Physical and Online Retailing: A Review, Synthesis and Research Agenda. Augmented Reality and Virtual Reality, 119-132.
Choo, H., Ahn, K. and Petrick, J. F. (2016). An integrated model of festival revisit intentions. Theory of planned behavior and festival quality/satisfaction. International Journal of Contemporary Hospitality Management, 28(4), 818-838.
John L. Crompton (2005). Issues Related to Sustaining a Long-Term Research Interest in Tourism. Journal of Tourism Studies, 16(2), 34-43
Dong, P., & Siu, N. Y. M. (2013). Servicescape elements, customer predispositions and service experience: The case of theme park visitors. Tourism Management, 36(Jun 2013), 541–551.
Han, D, Tom Dieck, M and Jung, TH (2018) User Experience Model for Augmented Reality Applications in Urban Heritage Tourism. Journal of Heritage Tourism, 13 (1). pp. 46-61. ISSN 1747-6631
Henderson, J.C, Chua P.T., Liu, H.J. & Ngiam, J (2013). Theme Parks in Southeast Asia: A Case Study of LEGOLAND® Malaysia. Asia-Pacific Journal of Innovation in Hospitality and Tourism, 2(2), 227-242.
Jung, M.R., Horgen, F.D., Orski, S.V., Rodriguez, C.V., Beers, K.L., Balazs, G.H., Jones, T. T., Work, T.M., Brignac, K.C., Royer, S.-J., Hyrenbach, K.D., Jensen, B.A., Lynch, J. M., 2018. Validation of ATR FT-IR to identify polymers of plastic marine debris, including those ingested by marine organisms. Mar. Pollut. Bull. 127, 704–716.
Tussyadiah, Iis P.; Wang, Dan; Jung, Timothy H.; tom Dieck, M.Claudia (2018). Virtual reality, presence, and attitude change: Empirical evidence from tourism. Tourism Management, 66(), 140–154. doi:10.1016/j.tourman.2017.12.003
Ko, D. G., Kirsch, L. J., & King, W. R. (2005). Antecedents of knowledge transfer from consultants to clients in enterprise system implementations. MIS Quarterly, 29(1), 59–85.
Lee, S., Jeong, E., & Qu, K. (2019). Exploring Theme Park Visitors’ Experience on Satisfaction and Revisit Intention: A Utilization of Experience Economy Model. Journal of Quality Assurance in Hospitality & Tourism, 21(4), 474–
Loi, L.T.I., So, A.S.I., Lo, I.S. and Fong, L.H.N. (2017) Does the Quality of Tourist Shuttles Influence Revisit Intention through Destination Image and Satisfaction? The Case of Macao. Journal of Hospitality & Tourism Management, 32, 115-123.
Mansori, S., & Chin, J. H. (2013). Shopping Mall Attributes: Tourist Satisfaction and Loyalty. Management Dynamics in the Knowledge Economy, 7(4), 571–590.
Petrick, J., Morais, D., & Norman, W. (2001). An Examination of the Determinants of Entertainment Vacationers’ Intentions to Revisit. Journal of Travel Research 40(1), 41-48.
Rauschnabel, P. A., & Ro, Y. K. (2016). Augmented reality smart glasses: an investigation of technology acceptance drivers. International Journal of Technology Marketing, 11(2), 123.
S. Sutton, Health Behavior: Psychosocial Theories, Editor(s): Neil J. Smelser, Paul B. Baltes,International Encyclopedia of the Social & Behavioral Sciences, Pergamon, 2001, Pages 6499-6506,
Som, A. and Badarneh, M. (2017). Tourist satisfaction and repeat visitation: Toward a new comprehensive model. International Journal of Human and Social Sciences, 6(1), 38-45.
Statista. (2021, October 22). Legoland park attendance worldwide 2011–2020.
Stylos, N.; Vassiliadis, C.A.; Bellou, V.; Andronikidis, A. Destination images, holistic images and personal normative beliefs: Predictors of intention to revisit a destination. Tour. Manag. 2016, 53, 40–60.
Sun, P. and Zhang, M. (2019) Chinese Theme Park Technology Intervention and Tourist Identification Research: A Case Study of Liuzhou OCT Visionland. Journal of Service Science and Management, 12, 293-314. doi: 10.4236/jssm.2019.123020.
Tom Dieck, M. C., Jung, T., & Han, D.-I. (2016). Mapping requirements for the wearable smart glasses augmented reality museum application. Journal of Hospitality and Tourism Technology, 7(3), 230-253. https://doi. org/10.1108/JHTT-09-2015-0036
Van Nuenen, T., & Scarles, C. (2021). Advancements in technology and digital media in tourism. Tourist Studies, 21(1), 119–132.
Yuen, E., Chan, S, (2019). The effect of retail service quality and product quality on customer loyalty. Database Mark Cust Strategy Manag 17, 222–240.
How to Cite
MOHD AZMIN, Nurul Azhani et al. The Effects of Virtual Reality Technology on Visitor Experience: Legoland, Johor, Malaysia. International Journal of Advanced Research in Technology and Innovation, [S.l.], v. 5, n. 3, p. 32-39, sep. 2023. ISSN 2682-8324. Available at: <>. Date accessed: 19 july 2024.