Encyclopedia Tuesday, January 21, 2020 5005 hits

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
<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
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.
virtual reality; destination marketing; presence; emotion; experiment
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