期刊
JOURNAL OF DESTINATION MARKETING & MANAGEMENT
卷 9, 期 -, 页码 138-148出版社
ELSEVIER SCIENCE BV
DOI: 10.1016/j.jdmm.2017.12.002
关键词
Destination marketing; Virtual reality experience; Wearable devices; Visit intentions; Cultural heritage site
资金
- Campania Region (POR FESR - Creative & Cultural Lab Projects - VIAGGIARTE)
This study aims to investigate the impact of virtual reality experiences created with the newest generation of wearable devices on the intention to visit sites and attractions in a destination. To this end, the paper investigated whether the perceived visual appeal (PVA) of virtual reality and the emotional involvement (El) of users had a positive impact on the behavioral intentions to visit a cultural heritage site in a destination. Data was collected from visitors via a survey at a destination in Naples (Italy). Study results revealed that the PVA of the virtual reality experience with wearable devices had a positive and significant effect on behavioral intentions towards the site featured in the virtual experience. Moreover, PVA had a positive effect on EI. This study is among the first to empirically investigate the influence of virtual reality experiences, enabled by the latest wearable devices, on destination visit intentions. Study results are relevant for destination marketing organizations seeking to develop effective technology-based marketing strategies that address the pre-visit, on-site and post-visit phase of the visitors' journey. The paper offers specific theoretical and managerial implications.
作者
我是这篇论文的作者
点击您的名字以认领此论文并将其添加到您的个人资料中。
推荐
暂无数据