VR the world: Investigating the effectiveness of virtual reality for destination marketing through presence, emotion, and intention

R. Yung, C. Khoo, L.E. Potter

Research output: Contribution to journalArticlepeer-review

3 Citations (Scopus)

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. © 2019 Texas A and M University.
Original languageEnglish
Pages (from-to)368-384
Number of pages17
Journale-Review of Tourism Research
Volume17
Issue number3
Publication statusPublished - 2019
Externally publishedYes

Keywords

  • Destination marketing
  • emotion
  • Experiment
  • Presence
  • Virtual reality

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