Virtual Reality: An Innovative Sneak Preview for Destinations

Mattia Rainoldi, V. Driescher, A. Lisnevska, D. Zvereva, A. Stavinska, J. Relota, R. Egger

Publikation: Beitrag in FachzeitschriftArtikel


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.
Seiten (von - bis)53-68
FachzeitschriftThe Gaze Journal of Tourism and Hospitality
PublikationsstatusVeröffentlicht - 2018
Extern publiziertJa


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