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Marketing Tourism Products in Virtual Reality: Moderating Effect of Product Complexity

In: Information and Communication Technologies in Tourism 2023

Author

Listed:
  • Chung-Hao Chan

    (National Taiwan Normal University)

  • King Yin Wong

    (Nanyang Technological University)

  • Tsz-Wai Lui

    (National Taiwan Normal University)

Abstract

As the tourism industry faces growing competition and digital transformation in the post-pandemic era, virtual reality has emerged as a creative marketing strategy. However, investing in virtual reality may be costly. Evaluating what type of products can generate higher returns through virtual reality is critical. Our study explored the moderating effect of product complexity on the relationship between virtual reality characteristics and behavioral intention. Our results indicated that the relationship between telepresence and consumer trust is stronger for a complex tourism product than a simple product. Firms with limited resources should invest in virtual reality to market complex products.

Suggested Citation

  • Chung-Hao Chan & King Yin Wong & Tsz-Wai Lui, 2023. "Marketing Tourism Products in Virtual Reality: Moderating Effect of Product Complexity," Springer Proceedings in Business and Economics, in: Berta Ferrer-Rosell & David Massimo & Katerina Berezina (ed.), Information and Communication Technologies in Tourism 2023, pages 318-322, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-25752-0_34
    DOI: 10.1007/978-3-031-25752-0_34
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