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Exploring the Utilitarian and Hedonic Value Derived from Tourism Pre-experiences with Virtual Reality: Differences Between Destinations and Accommodations

In: Information and Communication Technologies in Tourism 2022

Author

Listed:
  • Carlos Flavián

    (University of Zaragoza)

  • Sergio Ibáñez-Sánchez

    (University of Zaragoza)

  • Carlos Orús

    (University of Zaragoza)

Abstract

The tourism industry is in a convulsive situation of great uncertainty. The recovery of the sector depends on boosting digitalization processes. In this sense, virtual reality represents an essential tool that can generate added value in the customer experience. This study analyzes the impact of virtual reality tourism pre-experiences on the utilitarian and hedonic value perceived by the customer. In addition, given the heterogeneity of tourism products and offers, it is proposed that the influence of virtual reality on the dimensions of perceived value will depend on whether the product is evaluated on an attribute basis (hotels) or holistically (destinations). The results will provide interesting implications for understanding and generating tourism experiences with high added value. Particularly, these results will be helpful for tourism managers to design effective virtual reality pre-experiences according to the features of the tourism products they are promoting, fostering the corresponding hedonic/utilitarian value in the tourist’s pre-experience.

Suggested Citation

  • Carlos Flavián & Sergio Ibáñez-Sánchez & Carlos Orús, 2022. "Exploring the Utilitarian and Hedonic Value Derived from Tourism Pre-experiences with Virtual Reality: Differences Between Destinations and Accommodations," Springer Books, in: Jason L. Stienmetz & Berta Ferrer-Rosell & David Massimo (ed.), Information and Communication Technologies in Tourism 2022, pages 498-503, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-94751-4_47
    DOI: 10.1007/978-3-030-94751-4_47
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