Virtual Reality: An Innovative Sneak Preview for Destinations

We finally published our research – Virtual Reality: An Innovative Sneak Preview for Destinations (Click here to see the full version)

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 to visit the destination or not.

One of the participants enjoying Dubrovnik, Croatia

This experimental study has a closer look into a destination’s promotional material by exemplarily analysing and comparing a self-designed brochure with an existing VR video of the city of Dubrovnik, Croatia. A total of 113 experiments were conducted at FH Salzburg and Unipark Nonntal. Research shows that VR transforms the information search experience into a faster, more interactive, and more detailed process compared to traditional promotional material. Furthermore, VR increases the viewer’s actual desire to visit Dubrovnik. The research’s results can be beneficial for destinations to understand how relevant using VR for their promotion is. In addition, this study contributes and supports the existing literature.