Around the world in less than a day: virtual reality, destination image and perceived destination choice risk in family tourism

ABSTRACT

There is growing recognition for the potential benefits of utilising Virtual Reality (VR) in destination marketing. Conceptual papers suggested the technology’s increased immersion, interactivity, and visualisation would translate well into advancing the avenues of information dissemination to potential consumers. However, empirical research on the effects of VR on consumer behaviour is still limited despite rapidly increasing interest from the tourism industry. The purpose of this study is to explore the influence of VR on destination image and perceived destination choice risk for family tourism. Data was collected from 48 members of 12 families who experienced VR through the Samsung Gear VR headset. They were then interviewed as whole-family groups. The findings suggest that VR positively influenced both destination image and reduced perceived destination choice risk, with stronger cognitive and affective components of destination image attributed to the immersive experiences. Participants elicited both cognitive and affective components of destination image used in post-visit studies just from the virtual experience pre-visit. Managerial implications include recommendations for VR content tailored to families instead of generic VR experiences as part of DMOs targeting strategies for this segment.

KEYWORDS:

• Virtual reality
• destination image
• family tourism
• destination marketing
• perceived risk

Acknowledgements

This work was supported by the Griffith Institute for Tourism.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Notes on contributors

Ryan Yung is a PhD Candidate at Griffith University. His research interests include technological innovations in tourism such as virtual, augmented or mixed realities, and their utilisation in tourism contexts. Currently, his research focuses on Virtual Reality, Emotions, and Destination Marketing.

Catheryn Khoo-Lattimore is Associate Professor in the Griffith Institute for Tourism. Catheryn's research interests include Asian Cultures and Contemporary Tourism, Asian Youth Travellers, and Women and Travel.

Girish Prayag is Professor and Associate Head, Department of Management, Marketing and Entrepreneurship at University of Canterbury. His past and current research themes include consumption emotions, place/brand attachment, anthropomorphism, service design, destination marketing and tourism/event impacts.

Ekaterina Surovaya has a PhD in Marketing from the University of Canterbury and is an expert in the area of interactive technologies, consumer-generated advertising and creative communication strategies.

Additional information

Funding

This work was supported by the Griffith Institute for Tourism.