VR the World: Investigating the Effectiveness of Virtual Reality for Destination Marketing through Presence, Emotion, and Intention
Ryan Yung, Catheryn S.C. Khoo-Lattimore, Leigh Ellen Potter · Greenwich Academic Literature Archive (University of Greenwich) · 2019
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.