Virtual reality in wine tourism: Immersive experiences for promoting travel destinations

IF 4.5 3区管理学 Q1 BUSINESS

Journal of Vacation Marketing Pub Date : 2024-08-02 DOI:10.1177/13567667241267306

Nuno Sousa, Elisa Alén, Nieves Losada, Miguel Melo

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引用次数: 0

Abstract

Virtual reality (VR) has emerged as a powerful promotional tool in tourism, providing consumers immersive and engaging experiences. However, its specific impact on the wine tourism sector remains underexamined. This study aims to both investigate and convincingly highlight the promotional influence of VR on the intention to visit wine tourism destinations. By providing an immersive VR experience to 405 participants, our research revealed that the quality of VR experiences is essential for generating consumer satisfaction. More crucially, we found that wine tourists’ satisfaction with VR experiences plays a crucial role in motivating them to visit a destination. Our results not only fill a gap in understanding the impact of VR on wine tourist behaviour but also offer valuable insights for marketing professionals and companies in the sector. This study emphasises the critical need for enjoyable, high-quality and satisfying VR experiences to catalyse the intention to visit. In doing so, we contribute to academic knowledge and provide practical guidance for the industry, highlighting VR's effectiveness as a promotional strategy in wine tourism. This research is not merely an exploration but a compelling defense of VR's transformative influence on wine tourist behaviour.

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葡萄酒旅游中的虚拟现实技术：推广旅游目的地的沉浸式体验

虚拟现实（VR）已成为旅游业中一种强大的促销工具，为消费者提供身临其境、引人入胜的体验。然而，其对葡萄酒旅游业的具体影响仍未得到充分研究。本研究旨在调查并令人信服地强调 VR 对葡萄酒旅游目的地访问意向的促进作用。通过为 405 名参与者提供身临其境的 VR 体验，我们的研究发现，VR 体验的质量对于提高消费者满意度至关重要。更重要的是，我们发现葡萄酒游客对 VR 体验的满意度在促使他们访问目的地方面起着至关重要的作用。我们的研究结果不仅填补了了解 VR 对葡萄酒游客行为影响的空白，还为该行业的营销专业人员和公司提供了宝贵的见解。这项研究强调，亟需愉快、高质量和令人满意的 VR 体验来激发游客的旅游意向。在此过程中，我们对学术知识做出了贡献，并为行业提供了实际指导，强调了 VR 作为葡萄酒旅游推广策略的有效性。这项研究不仅仅是一项探索，更是对 VR 对葡萄酒游客行为的变革性影响的有力辩护。

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来源期刊

Journal of Vacation Marketing Multiple-

CiteScore

9.70

自引率

15.70%

发文量

期刊介绍： Journal of Vacation Marketing is a fully peer reviewed international journal that publishes original research and review articles on topics relating to the marketing of destinations and businesses/organisations involved in the wider tourism, hospitality and events industries. Its objective is to provide a forum for the publication of refereed academic papers and reviewed practitioner papers which are of direct relevance to industry, while meeting the highest standards of intellectual rigour.