Encyclopedia Tuesday, January 21, 2020 2365 hits
 AIRTH
Author

VR the World: Investigating the Effectiveness of Virtual Reality for Destination Marketing through Presence, Emotion, and Intention

Ryan Yung, Catheryn Khoo-Lattimore, Leigh Ellen Potter; Griffith Business School, Griffith University, Australia
 
HOW TO CITE:
 
<insert-authors> (2020). <insert-abstract-title>. ENTER 2020 Conference: Responsible eTourism; 2020 Jan 8 - 10, Guildford, UK. Retrieved: <insert-date>, from http://www.airth.global
 
Abstract
 
VR’s unprecedented ability to virtually transport the user is purported to be its biggest strength. Yet, despite early postulations about VR’s benefits as a destination marketing; substantial, theory-based VR research in tourism remains in infancy. The objective of this study is to empirically investigate the effectiveness of VR as a destination marketing tool, theoretically underpinned by the concept of presence and its influence on emotions and intentions. A within-subjects experiment is utilized to compare the effectiveness of VR, videos and pictures for cruise ship marketing. The results suggest VR could be more effective as a marketing tool and also provide insights into the impact of key presence determinants. Practical implications and avenues for future research are also discussed.
 
Keywords
 
virtual reality; destination marketing; presence; emotion; experiment
 
Full Text: PDF
To see additional info contact deposit author

Send message.
X

Cookies

AIRTH uses cookies to ensure that we give you the best experience on our website. If you continue we assume that you consent to receive all cookies from AIRTH website.
I agree