The Impact of Virtual Reality (VR) Technology on Enhancing Customer Engagement in the Online Travel Industry
Keywords:
Virtual Reality (VR), Customer Engagement, Online Travel Business, Immersive Experiences, Booking ConversionAbstract
This research investigates the impact of Virtual Reality (VR) technology on customer engagement within the online travel business. With the rapid advancements in VR, this study explores how immersive and interactive VR experiences influence customer behavior and decision-making in the travel industry. Using a mixed-methods approach, including surveys, interviews, case studies, and experiments, the research evaluates the effectiveness of VR compared to traditional engagement methods. The findings reveal that VR significantly enhances customer engagement by providing a higher level of immersion and interactivity. Participants who interacted with VR content reported increased emotional connection and longer engagement compared to those exposed to static content and traditional multimedia. Empirical data also demonstrates that VR experiences lead to higher booking rates and conversion metrics, as users are more likely to complete bookings after engaging with VR previews of destinations and accommodations. The study highlights the growing importance of personalization in VR experiences, with advancements allowing for more tailored and customized virtual tours.
Downloads
References
Buhalis, D., Harwood, T., Bogicevic, V., Viglia, G., Beldona, S., & Hofacker, C. (2019). Technological disruptions in services: lessons from tourism and hospitality. Journal of Service Management, 30(4), 484–506.
Ercan, F. (2020). An examination on the use of immersive reality technologies in the travel and tourism industry. Business & Management Studies: An International Journal, 8(2), 2348–2383.
Fowler, A. R., & Lipscomb, C. A. (2010). Building a sense of home in rented spaces. International Journal of Housing Markets and Analysis, 3(2), 100–118.
Gibson, A., & O’Rawe, M. (2018). Virtual reality as a travel promotional tool: Insights from a consumer travel fair. Augmented Reality and Virtual Reality: Empowering Human, Place and Business, 93–107.
Guttentag, D. A. (2010). Virtual reality: Applications and implications for tourism. Tourism Management, 31(5), 637–651.
Hopf, J., Scholl, M., Neuhofer, B., & Egger, R. (2020). Exploring the impact of multisensory VR on travel recommendation: A presence perspective. Information and Communication Technologies in Tourism 2020: Proceedings of the International Conference in Surrey, United Kingdom, January 08–10, 2020, 169–180.
Jones, S., & Dawkins, S. (2018). The sensorama revisited: evaluating the application of multi-sensory input on the sense of presence in 360-degree immersive film in virtual reality. Augmented Reality and Virtual Reality: Empowering Human, Place and Business, 183–197.
Lee, M., Lee, S. A., Jeong, M., & Oh, H. (2020). Quality of virtual reality and its impacts on behavioral intention. International Journal of Hospitality Management, 90, 102595.
Lin, L.-P. L., Huang, S.-C. L., & Ho, Y.-C. (2020). Could virtual reality effectively market slow travel in a heritage destination? Tourism Management, 78, 104027.
Marasco, A., Buonincontri, P., Van Niekerk, M., Orlowski, M., & Okumus, F. (2018). Exploring the role of next-generation virtual technologies in destination marketing. Journal of Destination Marketing & Management, 9, 138–148.
Margarido, A. C. F. (2015). The impact of technological amenities on customer experience in upscale hotels.
Onyesolu, M. O., & Eze, F. U. (2011). Understanding virtual reality technology: advances and applications. Adv. Comput. Sci. Eng, 1, 53–70.
Percival, S. (2007). Second Life in-world travel guide. Pearson Education.
Reid, C. (2013). To buy or not to buy? Understanding tenure preferences and the decision-making processes of lower-income households. Cambridge, MA: Joint Center for Housing Studies of Harvard University.
Reisz, T. (2020). Showpiece city: how architecture made Dubai. Stanford University Press.
Slater, M., & Sanchez-Vives, M. V. (2016). Enhancing our lives with immersive virtual reality. Frontiers in Robotics and AI, 3, 74.
Smith, A. D. (2004). Information exchanges associated with Internet travel marketplaces. Online Information Review, 28(4), 292–300.
So, K. K. F., King, C., Sparks, B. A., & Wang, Y. (2016). The role of customer engagement in building consumer loyalty to tourism brands. Journal of Travel Research, 55(1), 64–78.
Soava, G. (2015). Development prospects of the tourism industry in the digital age. Revista Tinerilor Economişti, 25, 101–116.
Tiusanen, P. (2017). Virtual reality in destination marketing.
Tuason, S. (2014). Tweets, trends and travel: How is social media changing communications in the travel industry in Vancouver, British Columbia?
Vohra, A., & Bhardwaj, N. (2019). Customer engagement in an e-commerce brand community: An empirical comparison of alternate models. Journal of Research in Interactive Marketing, 13(1), 2–25.
Watts, R., & Parks, Z. (2018). Development of Tourism and Travel Industry. Scientific e-Resources.
Wu, S.-H., & Gao, Y. (2019). Understanding emotional customer experience and co-creation behaviours in luxury hotels. International Journal of Contemporary Hospitality Management, 31(11), 4247–4275.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Tio Acho Fransisco

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.