Virtual Reality Technology as a Marketing Catalyst for Travel Agencies

IF 2.6 4区管理学 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM

Journal of Quality Assurance in Hospitality & Tourism Pub Date : 2023-09-25 DOI:10.1080/1528008x.2023.2262139

Kuang Yu Chang, Edward C. S. Ku

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引用次数: 0

Abstract

ABSTRACTThis study examined how their place attachments and virtual reality (VR) experiences affect tourists’ travel destination choices. Prior research has not focused on the relationship between motivation from VR experience and tourists’ destination choices. A research model was developed based on the social identity and signaling perspective. Altogether, 436 tourists were interviewed after purpose sampling was adopted. The research findings show that tourists’ place attachment has no significant effect on the cognitive destination image; VR experience promotes a mental destination image; cognitive destination image significantly affects destination choice; and responsiveness has moderation effects on cognitive destination image and destination choice. VR technology allows travel agencies to combine destination marketing with attractive tourist destinations so that tourists can experience a destination’s beauty in advance. VR has become a powerful marketing tool for travel agencies.KEYWORDS: Virtual reality experienceplace attachmentresponsivenessdestination marketing Disclosure statementNo potential conflict of interest was reported by the author(s).

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虚拟现实技术作为旅行社营销的催化剂

摘要本研究探讨地点依恋和虚拟现实体验对游客旅游目的地选择的影响。以往的研究并未关注VR体验动机与游客目的地选择之间的关系。基于社会认同和信号视角，建立了一个研究模型。采用目的抽样法，共对436名游客进行了访谈。研究发现:旅游者的地方依恋对认知目的地形象没有显著影响;VR体验提升了一种心理目的地形象;认知目的地形象显著影响目的地选择;反应性对认知目的地形象和目的地选择具有调节作用。VR技术可以让旅行社将目的地营销与有吸引力的旅游目的地结合起来，让游客提前体验目的地的美。VR已经成为旅行社强大的营销工具。关键词:虚拟现实体验;地点依恋;响应性;目的地营销披露声明作者未报告潜在的利益冲突。

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来源期刊

Journal of Quality Assurance in Hospitality & Tourism HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

7.00

自引率

18.20%

发文量

期刊介绍： The Journal of Quality Assurance in Hospitality & Tourism serves as a medium to share and disseminate new research findings, theoretical development and superior practices in hospitality and tourism. The journal aims to publish cutting-edge, empirically and theoretically sound research articles on quality planning, development, management, marketing, evaluation, and adjustments within the field. Readers of the journal stay up-to-date on the latest theory development and research findings, ways to improve business practices, successful hospitality strategies, maintenance of profit requirements, and increasing market share in this complex and growing field. Comprised of conceptual and methodological research papers, research notes, case studies, and review books and conferences the Journal of Quality Assurance in Hospitality & Tourism offers readers examples of real world practices and experiences that involve: -Organizational development and improvement -Operational and efficiency issues -Quality policy and strategy development and implementation -Quality function deployment -Quality experiences in hospitality industry -Service quality improvement and customer satisfaction -Managerial issues, such as employee empowerment & benefits, quality costs, & returns on investment -The role and participation of private and public sectors, including residents -International, national, and regional tourism; tourism destination sites; arid systems of tourism