Virtual Reality in Tourism Marketing

Le résumé fourni par la source

This chapter adopts a bibliometric and thematic analysis approach to investigate the transformative impact of Virtual Reality (VR) on tourism marketing. A systematic review using PRISMA guidelines yielded 27 high-quality studies, revealing five key thematic areas: destination image and visitor intentions, immersive experiences and tourist engagement, VR marketing strategies, psychological and emotional impacts, and technological acceptance and system quality. The findings show that VR has significant potential for improving both cognitive and emotional aspects of destination image, resulting in higher visitation and satisfaction levels. It has been demonstrated that highly immersive VR experiences that are vivid, interactive, and multimodal in character play a vital role in the creation of intense tourist engagement and pre-travel excitement. Nevertheless, VR efficacy is affected by the quality of content, user personality, and the situation, thus emphasizing intentional VR usage. The psychological literature emphasizes that VR can produce powerful emotional reactions and heighten presence, but too dreamy experiences can affect the real travel behavior negatively. Other important factors that the study finds contribute to successful VR integration are technological acceptance and quality of the system, whereas such crucial determinants of long-term effectiveness are efficiency, enjoyment, and cultural appropriateness.

Ce résumé expose les affirmations des auteurs. BNTIC ne l’interprète pas comme une validation indépendante des résultats.