Yung, Ryan ORCID: 0000-0003-3755-2557, Khoo-Lattimore, Catheryn and Potter, Leigh Ellen (2019) VR the world: investigating the effectiveness of virtual reality for destination marketing through presence, emotion, and intention. e-Review of Tourism Research (eRT), 17 (3). pp. 368-384. ISSN 1941-5842

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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.

Item Type:	Article
Uncontrolled Keywords:	destination marketing; emotion; experiment; presence; virtual reality
Subjects:	B Philosophy. Psychology. Religion > BF Psychology H Social Sciences > HF Commerce T Technology > T Technology (General)
Faculty / School / Research Centre / Research Group:	Faculty of Business
Last Modified:	02 Nov 2023 08:29
URI:	http://gala.gre.ac.uk/id/eprint/38062

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