The role of VR in influencing tourism consumers' attitudes towards a tourist destination: an abstract

Graeme McLean, Mansour Alyahya

Research output: Contribution to conferenceAbstractpeer-review

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Abstract

Virtual reality (VR) has been outlined as one of the most important technological developments to influence the tourism industry due to its ability to engage consumers and to market tourism destinations. The purpose of this research is to understand the role of VR in influencing tourism consumers' attitudes towards a tourist destination. Through a lab-based experiment with 204 tourism consumers this research found that following a VR preview experience of a tourist destination consumers will have more positive attitudes towards the tourist destination than prior to the VR experience. Interestingly, in comparison, a website preview has no significant effect on influencing tourism consumers' previously held attitudes towards the destination. More so, the results indicate that tourism consumers have more positive attitudes towards a tourist destination in a VR preview in comparison to a less immersive website preview. Thus, the inherent interactive, immersive, and sensory rich attributes of VR have a positive effect on tourism consumers' attitudes towards a destination.
Original languageEnglish
Number of pages2
Publication statusE-pub ahead of print - 4 Jun 2021
EventAcademy of Marketing Science: Celebrating the Past and Future of Marketing - New York City (Online), New York, United States
Duration: 1 Jun 20216 Jun 2021
Conference number: 50
https://www.ams-web.org/event/2021AMSVirtualAC-WMC

Conference

ConferenceAcademy of Marketing Science
Country/TerritoryUnited States
CityNew York
Period1/06/216/06/21
Internet address

Keywords

  • virtual reality (VR)
  • consumer attitude change
  • tourism
  • tourism virtual reality

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