Work

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

Year: 2019

Type: article

Abstract: VR's unprecedented ability to virtually transport the user is purported to be its biggeststrength. 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 implicationsand avenues for future research are also discussed.

Source: Greenwich Academic Literature Archive (University of Greenwich)

Authors: Ryan Yung, Catheryn Khoo‐Lattimore, Leigh Ellen Potter

Institution: Griffith University

Language: English

Topic: Virtual Reality Applications and Impacts

Subfield: Human-Computer Interaction

Field: Computer Science

Domain: Physical Sciences

Open Access status: green

OpenAlex ID: W3034103252

FWCI: 0.625

Cites: 29

Cited by: 7

Related to: 10