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dc.contributor.authorYung, Ryan
dc.contributor.authorKhoo-Lattimore, Catheryn
dc.contributor.authorPrayag, Girish
dc.contributor.authorSurovaya, Ekaterina
dc.date.accessioned2020-10-30T03:33:19Z
dc.date.available2020-10-30T03:33:19Z
dc.date.issued2020
dc.identifier.issn0250-8281
dc.identifier.doi10.1080/02508281.2020.1788351
dc.identifier.urihttp://hdl.handle.net/10072/398522
dc.description.abstractThere 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.
dc.description.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherRoutledge: Taylor & Francis Group
dc.relation.ispartofjournalTourism Recreation Research
dc.subject.fieldofresearchTourism
dc.subject.fieldofresearchcode1506
dc.subject.keywordsSocial Sciences
dc.subject.keywordsHospitality, Leisure, Sport & Tourism
dc.subject.keywordsSocial Sciences - Other Topics
dc.subject.keywordsVirtual reality
dc.subject.keywordsdestination image
dc.titleAround the world in less than a day: virtual reality, destination image and perceived destination choice risk in family tourism
dc.typeJournal article
dc.type.descriptionC1 - Articles
dcterms.bibliographicCitationYung, R; Khoo-Lattimore, C; Prayag, G; Surovaya, E, Around the world in less than a day: virtual reality, destination image and perceived destination choice risk in family tourism, Tourism Recreation Research , 2020
dc.date.updated2020-10-20T22:38:21Z
dc.description.versionAccepted Manuscript (AM)
gro.description.notepublicThis publication has been entered in Griffith Research Online as an advanced online version.
gro.rights.copyrightThis 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
gro.hasfulltextFull Text
gro.griffith.authorYung, Ryan
gro.griffith.authorKhoo, Catheryn S.


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