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Memories of tourism brands in virtual reality

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  • Kostyk, Alena
  • Cowan, Kirsten
  • Dessart, Laurence
  • Schyns, Michaël

Abstract

In three studies (a lab experiment, a field experiment, and a qualitative study), this research investigates memories formed by tourism brand experiences in virtual reality. Specifically, this work establishes to what extent episodic and semantic memories from virtual reality tourism brand experiences are formed and retained, and what mechanisms underscore this process. Moreover, using a bespoke virtual environment and adopting a longitudinal approach, this research demonstrates how accuracy and confidence in episodic and semantic memories of a tourism brand formed in virtual reality evolve over time. We discuss how virtual reality tourism brand experience can spur memory pre-, during and post-tourist visit. Theoretical and managerial implications are considered.

Suggested Citation

  • Kostyk, Alena & Cowan, Kirsten & Dessart, Laurence & Schyns, Michaël, 2024. "Memories of tourism brands in virtual reality," Annals of Tourism Research, Elsevier, vol. 109(C).
    • Handle: RePEc:eee:anture:v:109:y:2024:i:c:s0160738324001014
    DOI: 10.1016/j.annals.2024.103824
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