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.
|Number of pages||17|
|Journal||e-Review of Tourism Research|
|Publication status||Published - 2019|
- Destination marketing
- Virtual reality