The Effects of Virtual Reality on Destination Image Formation

A. McFee; T. Mayrhofer; A. Barátová; Barbara Neuhofer; Mattia Rainoldi; R. Egger

doi:10.1007/978-3-030-05940-8_9

The Effects of Virtual Reality on Destination Image Formation

A. McFee, T. Mayrhofer, A. Barátová, Barbara Neuhofer, Mattia Rainoldi, R. Egger

Department of Business

Salzburg University of Applied Sciences

Publikation: Beitrag in Buch/Bericht/Konferenzband › Konferenzbeitrag › Begutachtung

Abstract

The mental image potential visitors have of a destination is a critical factor when making travel decisions. Research has shown that destination image formation correlates with users’ involvement with a device or platform, such as virtual reality (VR). While the impact of VR on the formation of a destination image has only received limited attention, literature suggests that the use of VR could have a positive influence on destination image. This study set out to examine the impact of VR on the formation of a destination image in comparison to an identical video viewed on a computer. An experiment with a post-user survey was conducted. The analysis confirms that the higher levels of involvement through using VR goggles do have a positive correlation with destination image formation. For destination marketing, this study suggests VR as a tool to positively influence the image of a destination.

Originalsprache	Englisch
Titel	Information and Communication Technologies in Tourism 2019
Erscheinungsort	Cham
Herausgeber (Verlag)	Springer Verlag
Seiten	107-119
Seitenumfang	13
DOIs	https://doi.org/10.1007/978-3-030-05940-8_9
Publikationsstatus	Veröffentlicht - 2019

Schlagwörter

Virtual reality
Destination image formation
360-degree
virtual destination image

Forschungsfelder

Virtual Reality
Marketing and consumer studies

IMC Forschungsschwerpunkte

Tourism marketing and technology

ÖFOS 2012 - Österreichischen Systematik der Wissenschaftszweige

502040 Tourismusforschung

UN SDGs

Dieser Output leistet einen Beitrag zu folgendem(n) Ziel(en) für nachhaltige Entwicklung

Zugriff auf Dokument

10.1007/978-3-030-05940-8_9

Dieses zitieren

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AB - The mental image potential visitors have of a destination is a critical factor when making travel decisions. Research has shown that destination image formation correlates with users’ involvement with a device or platform, such as virtual reality (VR). While the impact of VR on the formation of a destination image has only received limited attention, literature suggests that the use of VR could have a positive influence on destination image. This study set out to examine the impact of VR on the formation of a destination image in comparison to an identical video viewed on a computer. An experiment with a post-user survey was conducted. The analysis confirms that the higher levels of involvement through using VR goggles do have a positive correlation with destination image formation. For destination marketing, this study suggests VR as a tool to positively influence the image of a destination.

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