Presenter Bios

Tom Griffin is an Assistant Professor at the Ted Rogers School of Hospitality and Tourism Management at Ryerson University, Toronto. His research interests include VFR travel, Virtual Reality, destination marketing, and volunteer tourism.

Juleigh Giberson is a Bachelor of Commerce student at the Ted Rogers School of Hospitality and Tourism Management at Ryerson University, Toronto. She is interested in Virtual Reality, destination marketing, and millennials’ travel habits.

Seung Hwan (Mark) Lee is an Associate Professor at the Ted Rogers School of Retail Management at Ryerson University, Toronto. His research interests include social networks, sensory marketing, retail/marketing education, and Virtual Reality.

Daniel Guttentag is an Assistant Professor at the Ted Rogers School of Hospitality and Tourism Management at Ryerson University, Toronto. His research interests include Airbnb and the sharing economy, disruptive innovation, Virtual Reality, gambling, and volunteer tourism

Maria Kandaurova is an MScM Candidate at the Ted Rogers School of Retail Management at Ryerson University, Toronto. Her research interests revolve around Virtual Reality.

Ksenia Sergueeva is an MScM Candidate at the Ted Rogers School of Retail Management at Ryerson University, Toronto. Her research interests revolve around Virtual Reality.

Frédéric Dimanche is Director of the Ted Rogers School of Hospitality and Tourism Management at Ryerson University, Toronto. His research interests include marketing, consumer behavior, and service design.

Abstract

Virtual Reality and Implications for Destination Marketing

Abstract

This study considers the impact of Virtual Reality (VR) in affecting destination image. Three groups viewed related promotional content on South Africa as either a website, a 2D Video, or an immersive VR video using a head mounted display. Participants were asked questions relating to destination image and advertisement effectiveness. Results show that VR positively impacted affective destination image, as well as most items within conative destination image and advertisement effectiveness. Practitioners should consider using VR to visually promote their destinations and experiences, as participants did generally feel more positive emotions towards the destination, and were more likely to share their experiences about the destination and the advertisement itself with friends and relatives.

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Virtual Reality and Implications for Destination Marketing

Virtual Reality and Implications for Destination Marketing

Abstract

This study considers the impact of Virtual Reality (VR) in affecting destination image. Three groups viewed related promotional content on South Africa as either a website, a 2D Video, or an immersive VR video using a head mounted display. Participants were asked questions relating to destination image and advertisement effectiveness. Results show that VR positively impacted affective destination image, as well as most items within conative destination image and advertisement effectiveness. Practitioners should consider using VR to visually promote their destinations and experiences, as participants did generally feel more positive emotions towards the destination, and were more likely to share their experiences about the destination and the advertisement itself with friends and relatives.