Implications of virtual reality in developing tourism – the case of Transylvania, Romania

Technological advancements are constantly changing developing industries and impacting all players in the field. Among the most well-known revolutionary technologies is virtual reality (VR), a three-dimensional concept that offers its users the possibility to simulate new environments by visualizing the real world from their own location. This research article raises the question of the extent to which such technologies can influence the tourism potential of a much-discussed region in Romania, namely Transylvania. As a result, case study research with qualitative data was conducted, leading to an extended analysis of the current topic. By adopting a three-fold division of VR’ potential destination: marketing tool, planning and managerial and entertainment tool, the study aimed at providing relevant insights upon the importance of VR for both service providers in the field, but also potential beneficiaries of touristic services. The results show that VR is of great benefit to the development of the tourism industry, but that factors such as costly implementation costs and "resistance" to innovation can occur. The research findings have implications for researchers in the field, but also for stakeholders in the tourism and technology sectors.