Author Information

Hsuan Hsuan Chang, MCUFollow

Author Bios (50 Words)

The author has been teaching at the Department of Leisure and Recreation Management, school of Tourism, Ming Chuan University, Taiwan since graduating from Michigan State University in 2003. The author research areas are tourist wayfinding behavior, tourism encounter behavior and VR marketing effects.

Abstract (150 Words)

The use of VR in promoting tourism is a growing topic of interest among industry practitioners, academics, and tourism related associations. Virtual Reality and other interactive technologies can be considered as marketing promotion tools which can encourage tourists to visit an attraction. The research goal is to investigate the effect of VR communication tools in advertising effect, tourism image, and flow experience compared to YouTube video and traveling magazine, and examine the moderating effect of the acceptance of new technology on the relationship between marketing effects and different communication tools. The result found that tourists of VR group expressed higher level on advertisement effects, tourism image, and four flow factors (friendliness, telepresence, interactivity and realness) compared to two other groups: YouTube and traveling magazine. Two-way ANOVA test revealed significant interaction between type of marketing tool and acceptance of new technology with respect to tourism image, flow-friendly experience, and flow-interactivity experience.

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The Marketing Effects of Virtual Reality Experiences on promoting tourism destination

The use of VR in promoting tourism is a growing topic of interest among industry practitioners, academics, and tourism related associations. Virtual Reality and other interactive technologies can be considered as marketing promotion tools which can encourage tourists to visit an attraction. The research goal is to investigate the effect of VR communication tools in advertising effect, tourism image, and flow experience compared to YouTube video and traveling magazine, and examine the moderating effect of the acceptance of new technology on the relationship between marketing effects and different communication tools. The result found that tourists of VR group expressed higher level on advertisement effects, tourism image, and four flow factors (friendliness, telepresence, interactivity and realness) compared to two other groups: YouTube and traveling magazine. Two-way ANOVA test revealed significant interaction between type of marketing tool and acceptance of new technology with respect to tourism image, flow-friendly experience, and flow-interactivity experience.