VIRTUAL REALITY: AN INNOVATIVE TOOL IN TOURISM EXPERIENTIAL MARKETING

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F23%3A63568078" target="_blank" >RIV/70883521:28120/23:63568078 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
VIRTUAL REALITY: AN INNOVATIVE TOOL IN TOURISM EXPERIENTIAL MARKETING
Original language description
This study developed a theoretical framework to fill the gap in research on the relationship between VR and experiential marketing. Based on a stimulus-organismresponse(SOR) theory combined with the quantitative research method, the research process surveyed 296 international and domestic tourists in Vietnam. The results revealedsignificant impacts of telepresence and authentic experience on cognitive and affective responses, indicating that those variables are essential factors in VR tourism. The studyalso gave managerial implications to help tourism enterprises plan appropriate experiential marketing strategies to attract young travelers and propose solutions forcompanies to boost the tourists’ intention of visiting the destination shown in the VR travel advertisements.
Czech name
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Czech description
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Publication year
2023
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Conference Proceedings The 2nd International Conference on Scientific, Economic and Social Issues (ICSES 2023): Digital transformation, cooperation and global integration in the new normal
ISBN
978-604-79-3782-0
ISSN
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e-ISSN
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Number of pages
15
Pages from-to
564-579
Publisher name
University of Economics Ho Chi Minh City
Place of publication
Ho Chi Minh City
Event location
Ho Chi Minh City
Event date
Aug 25, 2023
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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