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

Authors

  • Ryan Yung Department of Tourism, Sport, and Hotel Management Griffith University
  • Catheryn Khoo-Lattimore Department of Tourism, Sport, and Hotel Management Griffith University
  • Leigh Ellen Potter School of Information and Communications Technology Griffith University

Keywords:

virtual reality, destination marketing, presence, emotion, experiment

Abstract

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.

Author Biographies

  • Ryan Yung, Department of Tourism, Sport, and Hotel Management Griffith University

    Ryan Yung is a PhD Candidate at Griffith University. His research interests include technological innovations in tourism such as virtual, augmented or mixed realities, and their utilisation in tourism contexts. Currently, his research focuses on Virtual Reality, Emotions, and Destination Marketing.

  • Catheryn Khoo-Lattimore, Department of Tourism, Sport, and Hotel Management Griffith University

    Catheryn Khoo-Lattimore is Senior Researcher in the Griffith Institute for Tourism. Catheryn’s research interests include Asian Cultures and Contemporary Tourism, Asian Youth Travellers, and Women and Travel.

  • Leigh Ellen Potter, School of Information and Communications Technology Griffith University

    Dr Leigh Ellen Potter Potter is currently team lead of the User and Societal Needs (USN) research group within the Institute of Integrated and Intelligent Systems and heads up the IDEA Lab (Innovative Design and Emerging Applications). Current projects are working with augmented and virtual reality, wearable technology, innovative interaction devices, and gamification for improving and transforming the customer experience.

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Published

2019-12-12

Issue

Section

Articles

How to Cite

“VR the World: Investigating the Effectiveness of Virtual Reality for Destination Marketing through Presence, Emotion, and Intention” (2019) e-Review of Tourism Research, 17(3). Available at: https://ertr-ojs-tamu.tdl.org/ertr/article/view/522 (Accessed: 23 July 2024).

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