• myGriffith
    • Staff portal
    • Contact Us⌄
      • Future student enquiries 1800 677 728
      • Current student enquiries 1800 154 055
      • International enquiries +61 7 3735 6425
      • General enquiries 07 3735 7111
      • Online enquiries
      • Staff phonebook
    View Item 
    •   Home
    • Griffith Research Online
    • Journal articles
    • View Item
    • Home
    • Griffith Research Online
    • Journal articles
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Browse

  • All of Griffith Research Online
    • Communities & Collections
    • Authors
    • By Issue Date
    • Titles
  • This Collection
    • Authors
    • By Issue Date
    • Titles
  • Statistics

  • Most Popular Items
  • Statistics by Country
  • Most Popular Authors
  • Support

  • Contact us
  • FAQs
  • Admin login

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

    Thumbnail
    View/Open
    Yung437104-Accepted.pdf (498.1Kb)
    File version
    Accepted Manuscript (AM)
    Author(s)
    Yung, Ryan
    Khoo-Lattimore, Catheryn
    Prayag, Girish
    Surovaya, Ekaterina
    Griffith University Author(s)
    Khoo, Catheryn S.
    Year published
    2020
    Metadata
    Show full item record
    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 ...
    View more >
    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.
    View less >
    Journal Title
    Tourism Recreation Research
    DOI
    https://doi.org/10.1080/02508281.2020.1788351
    Copyright Statement
    This is an Author's Accepted Manuscript of an article published in Tourism Recreation Research, 14 Jul 2020, copyright Taylor & Francis, available online at: https://doi.org/10.1080/02508281.2020.1788351
    Note
    This publication has been entered in Griffith Research Online as an advanced online version.
    Subject
    Tourism
    Social Sciences
    Hospitality, Leisure, Sport & Tourism
    Social Sciences - Other Topics
    Virtual reality
    destination image
    Publication URI
    http://hdl.handle.net/10072/398522
    Collection
    • Journal articles

    Footer

    Disclaimer

    • Privacy policy
    • Copyright matters
    • CRICOS Provider - 00233E
    • TEQSA: PRV12076

    Tagline

    • Gold Coast
    • Logan
    • Brisbane - Queensland, Australia
    First Peoples of Australia
    • Aboriginal
    • Torres Strait Islander