Exploring the role of next-generation virtual technologies in destination marketing

By A. Marasco, Piera Buonincontri, Mathilda van Niekerk, Marissa Orlowski, Fevzi Okumus. Journal of Destination Marketing & Management, 2018

270 citations recorded by the source corpus.

Abstract This study aims to investigate the impact of virtual reality experiences created with the newest generation of wearable devices on the intention to visit sites and attractions in a destination. To this end, the paper investigated whether the perceived visual appeal (PVA) of virtual reality and the emotional involvement (EI) of users had a positive impact on the behavioral intentions to visit a cultural heritage site in a destination. Data was collected from visitors via a survey at a destination in Naples (Italy). Study results revealed that the PVA of the virtual reality experience with wearable devices had a positive and significant effect on behavioral intentions towards the site featured in the virtual experience. Moreover, PVA had a positive effect on EI. This study is among the first to empirically investigate the influence of virtual reality experiences, enabled by the latest wearable devices, on destination visit intentions. Study results are relevant for destination marketing organizations seeking to develop effective technology-based marketing strategies that address the pre-visit, on-site and post-visit phase of the visitors’ journey. The paper offers specific theoretical and managerial implications.

Subfields: Sociology and Political Science, Transportation

View Paper: https://www.semanticscholar.org/paper/bc0329526273b76ae0563bb24994393d47f08fb5

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In Sociology and Political Science

Citations in the corpus

The potential of virtual tourism in the recovery of tourism industry during the COVID-19 pandemic (2021, methodology): “Aligned with previous studies (Gibson & O’Rawe, 2018; Guttentag, 2010; Marasco et al., 2018; Rahimizhian et al., 2020) that VR can be used as an effective marketing tool, both qualitative and quantitative results reveal that virtual tourism has a strong influence on how people choose tourism destina”
The impact of virtual, augmented and mixed reality technologies on the customer experience (2019, background): “However, recent studies highlight the key role that VR might play in providing potential visitors with a “try-before-you-buy” experience of the destination, which could translate into greater visit intention (Marasco, Buonincontri, Niekerk, Orlowski, & Okumus, 2018; Tussyadiah et al., 2018).”