مقاله انگلیسی رایگان در مورد بررسی نقش فناوری های مجازی نسل بعدی در بازاریابی مقصد – الزویر ۲۰۱۸

This study aims to investigate the impact of virtual reality experiences created with the newest generation of wearable devices on the intention to visit sites and attractions in a destination. To this end, the paper investigated whether the perceived visual appeal (PVA) of virtual reality and the emotional involvement (EI) of users had a positive impact on the behavioral intentions to visit a cultural heritage site in a destination. Data was collected from visitors via a survey at a destination in Naples (Italy). Study results revealed that the PVA of the virtual reality experience with wearable devices had a positive and significant effect on behavioral intentions towards the site featured in the virtual experience. Moreover, PVA had a positive effect on EI. This study is among the first to empirically investigate the influence of virtual reality experiences, enabled by the latest wearable devices, on destination visit intentions. Study results are relevant for destination marketing organizations seeking to develop effective technology-based marketing strategies that address the pre-visit, on-site and post-visit phase of the visitors’ journey. The paper offers specific theoretical and managerial implications.

Introduction

The increasingly globalized and competitive tourist market has forced tourism destinations to implement innovative ways to attract visitors to their distinctive places and attractions (González-Rodríguez, Martínez Torres, & Toral, 2016; Pike & Page, 2014; Ritchie & Crouch, 2003; Rivera, Croes, & Zhong, 2016; UNWTO, 2011). In this regard, the use of modern technologies is crucial for destinations. The developments in information and communication technologies in the last two decades have significantly affected the marketing done by destination marketing organizations (DMOs), providing them with unprecedented opportunities and tools to attract and retain visitors (Buhalis & Law, 2008; Gretzel, Fesenmaier, Formica, & O’Leary, 2006; Law, Buhalis, & Cobanoglu, 2014; Law, Leung, & Buhalis, 2009; Li, Robinson, & Oriade, 2017; Neuhofer, Buhalis, & Ladkin, 2012, 2014, 2015). For instance, Neuhofer et al., (2012, 2014) reported a number of best practices of technology-enhanced destination marketing experiences. These examples illustrate how destinations increasingly use technologies for engaging and encouraging potential tourists to come to visit their sites and attractions. DMOs worldwide now often use the Internet, social media, and virtual reality (VR) applications to allow potential tourists to virtually experience, explore and assess the destination before their physical visit. The use of these applications for destination marketing has been fueled by the rapid diffusion of portable devices such as tablets and smartphones and their prominent role in travel and tourism experiences (Oh, Lehto, & Park, 2009; Tung & Law, 2017; Tussyadiah, 2013; Wang & Fesenmaier, 2013; Wang, Xiang, & Fesenmaier, 2014). The development of a new stream of wearable devices, including head-mounted displays (HMDs), smartwatches, wristbands, and body-worn cameras, has become one of the major drivers of transformation of tourists’ behavior and tourism experiences (Atembe, 2015; Jung, tom Dieck, Moorhouse, & tom Dieck, 2017; tom Dieck, Fountoulaki, & Jung, 2018; Tussyadiah, 2015; Tussyadiah, Jung, & tom Dieck, 2017). This trend highlights the increasing interest and effort in the development of smart tourism destinations through the integration of technological infrastructures and end-user devices for the enrichment and personalization of visitor experiences as well as improvement of residents’ quality of life (Buhalis & Amaranggana, 2014, 2015; Wang & Li, 2013).