Virtual Reality: An Innovative Tool in Destinations’ Marketing

  • Mattia Rainoldi Researcher & Lecturer Head FHS eTourism Lab Innovation and Management in Tourism, Salzburg University of Applied Sciences, Salzburg
  • Veronika Driescher Salzburg University of Applied Sciences, Salzburg
  • Alina Lisnevska Salzburg University of Applied Sciences, Salzburg
  • Daria Zvereva Salzburg University of Applied Sciences, Salzburg
  • Anna Stavinska Salzburg University of Applied Sciences, Salzburg
  • Jennifer Relota Salzburg University of Applied Sciences, Salzburg
  • Roman Egger Salzburg University of Applied Sciences, Salzburg
Keywords: virtual reality, destinationmarketing, VR in tourism, customer buying cycle

Abstract

Virtual reality (VR) is a fast-developing technology with a broad range of use. The tourism industry, more specifically destinations, may benefit from its potential in the near future. By using VR in its marketing strategy, destinations have a substantial influence on the information search process and the decision-making process of potential tourists. Tourists can experience the destination, its atmosphere and possible emotions beforehand. Thus, they can create a more detailed destination image and realistic expectations of their visit. This transfers them into a better position to decide whether or not to visit a destination. This experimental study takes a closer look into a destination’s promotional material by analysing and comparing a self-designed brochure with an existing VR video of the city of Dubrovnik, Croatia. A total of 101 experiments were conducted at Fachhochschule Salzburg and UniparkNonntal. The research shows that VR transforms the information search experience into a faster, more interactive, and more detailed process compared to traditional promotional material. The results can be beneficial for destinations to understand how relevant using VR for tourism promotion is.

The Gaze: Journal of Tourism and Hospitality Vol.9 2018 p.53-68

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Abstract
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PDF
1581
Published
2018-04-30
How to Cite
Rainoldi, M., Driescher, V., Lisnevska, A., Zvereva, D., Stavinska, A., Relota, J., & Egger, R. (2018). Virtual Reality: An Innovative Tool in Destinations’ Marketing. The Gaze: Journal of Tourism and Hospitality, 9, 53-68. https://doi.org/10.3126/gaze.v9i0.19721
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Articles