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Multisensory VR Experiences in Destination Management

In: Information and Communication Technologies in Tourism 2022

Author

Listed:
  • Barbara Prodinger

    (University of Applied Sciences Salzburg)

  • Barbara Neuhofer

    (University of Applied Sciences Salzburg)

Abstract

The rapid development of information and communication technologies (ICTs) and the high level of consumer acceptance have made it increasingly complex to retain loyal customers. Virtual Reality (VR) has become a solution that allows tourism providers to design technology-enhanced experiences along the entire customer journey. While most VR offers focus on pre-travel experiences, the potential of VR in the post-travel phase is still little explored. Considering that multisensory tourism experiences contribute to memory formation, the multisensory extension of VR (4D VR) in post-travel experiences is of interest. Thus, through a quantitative field experiment, this study aims to detect what effect the stimulation of different senses during the use of VR has on the overall experience and how this influences the brand relationship quality. The results revealed elevated levels of technology acceptance, which consequently enhances the traveler’s overall VR experience. The multisensory component positively affects one realm of an experience in the area of escapism and thus correlates with the overall experience. However, there is no significant difference between 3D and 4D regarding the level of brand relationship quality. The study expands the literature on 4D VR experiences and supports tourism practitioners in the implementation to strengthen the relationship between a destination and its guests.

Suggested Citation

  • Barbara Prodinger & Barbara Neuhofer, 2022. "Multisensory VR Experiences in Destination Management," Springer Books, in: Jason L. Stienmetz & Berta Ferrer-Rosell & David Massimo (ed.), Information and Communication Technologies in Tourism 2022, pages 162-173, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-94751-4_15
    DOI: 10.1007/978-3-030-94751-4_15
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