Please use this identifier to cite or link to this item: https://gnanaganga.inflibnet.ac.in:8443/jspui/handle/123456789/1974
Title: Virtual Reality in Tourism : A Research Note
Authors: Sonia Katherin Mathew
Elizabeth Renju Koshy
Keywords: virtual reality
research note
tourism marketing
destination branding
sustainability
Issue Date: 2022
Publisher: PRABANDHAN : INDIAN JOURNAL OF MANAGEMENT
Abstract: Technology inclusions have been deriving disruptive changes in the tourism industry. The most sought-after digital tool - virtual reality (VR) -“ has been highly preferred by destination marketers in formulating their marketing strategies and executions and branding their destinations. Though VR inclusion started early, the pandemic crisis has added effectiveness to the vibrance of the industry's offerings. However, the research of VR inclusions in tourism marketing needs wider evidence that would eventually facilitate the thereof in identifying and understanding of the emerging tourists micro-segments based on their motives, duality of destination management and branding, and the relevance for conceiving memorable experiences. This research note indicated three such critical aspects VR in upscaling tourism, VR as a marketing strategy for sustainability, and VR as reality or reality for tourists. The note also indicated the major areas that can be researched from the given perspectives of VR for tourism marketing and destination branding.
URI: http://gnanaganga.inflibnet.ac.in:8080/jspui/handle/123456789/1974
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