VR the world: Experimenting with emotion and presence for tourism marketing
File version
Author(s)
Khoo-Lattimore, C
Potter, LE
Griffith University Author(s)
Primary Supervisor
Other Supervisors
Editor(s)
Date
Size
File type(s)
Location
License
Abstract
The concept of presence, ubiquitous in VR research, remains in infancy in tourism literature. Researchers in the field have called for empirical studies into the determinants as well as consequences of presence, particularly in commercial environments. The objective of this study is to investigate the effectiveness of VR as a tourism marketing tool through presence and emotion – an association that has been suggested in cyberpsychology studies. Using a within-subjects experiment method, 72 participants experienced computer-generated, fully synthetic virtual environments of a cruise ship. The experiences were administered via pictures, video, and VR. The findings suggest that VR is significantly more effective than traditional media in evoking positive emotional responses to the stimuli. Theoretical implications include suggestions that fully-interactive synthetic VR may be more effective than 360’ VR due to the importance of engagement as a presence determinant. Managerial implications include suggestions to focus on engagement mechanics, rather than chasing photo-realistic VR advancements, for impact on emotional response.
Journal Title
Journal of Hospitality and Tourism Management
Conference Title
Book Title
Edition
Volume
46
Issue
Thesis Type
Degree Program
School
Publisher link
Patent number
Funder(s)
Grant identifier(s)
Rights Statement
Rights Statement
Item Access Status
Note
Access the data
Related item(s)
Subject
Commercial services
Tourism
Persistent link to this record
Citation
Yung, R; Khoo-Lattimore, C; Potter, LE, VR the world: Experimenting with emotion and presence for tourism marketing, Journal of Hospitality and Tourism Management, 2021, 46, pp. 160-171