IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-03042175.html

Ecarts d'estimation de prix avant/après exposition a un message publicitaire en format vidéo immersive vs format vidéo traditionnelle : une application dans le domaine du tourisme

Author

Listed:
  • Stéphane Bourliataux‐lajoinie

    (Cnam - Conservatoire National des Arts et Métiers [Cnam])

  • Laurent Maubisson

    (UT - Université de Tours, VALLOREM - Val de Loire Recherche en Management - UO - Université d'Orléans - UT - Université de Tours)

Abstract

La capacité immersive de la réalité virtuelle (usage de casque 3D) permet-elle de créer de la valeur économique pour l'annonceur ? A partir d'une expérimentation réalisée sur 67 sujets, cette recherche montre que la variation de l'estimation du prix d'un séjour au Club Med est plus forte chez les individus exposés au message publicitaire présenté en réalité virtuelle (publicité 3D) que celle observée sur l'autre groupe (exposé à une vidéo traditionnelle 2D). Mots clés : Efficacité publicitaire, prix perçu, publicité 3D, réalité virtuelle, tourisme.

Suggested Citation

  • Stéphane Bourliataux‐lajoinie & Laurent Maubisson, 2020. "Ecarts d'estimation de prix avant/après exposition a un message publicitaire en format vidéo immersive vs format vidéo traditionnelle : une application dans le domaine du tourisme," Post-Print hal-03042175, HAL.
    • Handle: RePEc:hal:journl:hal-03042175
    Note: View the original document on HAL open archive server: https://hal.science/hal-03042175v1
    as

    Download full text from publisher

    File URL: https://hal.science/hal-03042175v1/document
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Huang, Yu-Chih & Backman, Sheila J. & Backman, Kenneth F. & Moore, DeWayne, 2013. "Exploring user acceptance of 3D virtual worlds in travel and tourism marketing," Tourism Management, Elsevier, vol. 36(C), pages 490-501.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sotirios Varelas, 2022. "Virtual Immersive Platforms as a Strategic Innovative Destination Marketing Tool in the COVID-19 Era," Sustainability, MDPI, vol. 14(19), pages 1-15, October.
    2. Xiaohong Wu & Ivan Ka Wai Lai, 2022. "The use of 360-degree virtual tours to promote mountain walking tourism: stimulus–organism–response model," Information Technology & Tourism, Springer, vol. 24(1), pages 85-107, March.
    3. Puiu Nistoreanu & Liliana Nicodim & Bogdan Gabriel Nistoreanu & Shahrazad Hadad, "undated". "An Empirical Analysis on Psycho-Sensoriality in Tourism Through the Lens of Artificial Intelligence," BASIQ Conference Proceedings 2024:030, Bucharest University of Economic Studies.
    4. Phillips, Paul & Moutinho, Luiz, 2014. "Critical review of strategic planning research in hospitality and tourism," Annals of Tourism Research, Elsevier, vol. 48(C), pages 96-120.
    5. Xu, Feifei & Buhalis, Dimitrios & Weber, Jessika, 2017. "Serious games and the gamification of tourism," Tourism Management, Elsevier, vol. 60(C), pages 244-256.
    6. Schiopu, Andreea Fortuna & Hornoiu, Remus Ion & Padurean, Ana Mihaela & Nica, Ana-Maria, 2022. "Constrained and virtually traveling? Exploring the effect of travel constraints on intention to use virtual reality in tourism," Technology in Society, Elsevier, vol. 71(C).
    7. Luke Butcher & Billy Sung, 2024. "User experiences with 360 brand videos: device experiences, presence, and creativity driving brand engagement," Journal of Brand Management, Palgrave Macmillan, vol. 31(4), pages 401-414, July.
    8. Samiya Bint Halim, 2023. "Consumers’ Intention to adopt Online Food Delivery Apps in Bangladesh: An Empirical Analysis," International Journal of Science and Business, IJSAB International, vol. 21(1), pages 1-12.
    9. Kim, Myung Ja & Hall, C. Michael, 2019. "A hedonic motivation model in virtual reality tourism: Comparing visitors and non-visitors," International Journal of Information Management, Elsevier, vol. 46(C), pages 236-249.
    10. repec:bum:cactus:v:6:y:2024:i:1:p:28-42 is not listed on IDEAS
    11. Sun, Xiao & Li, Jing-peng, 2026. "Parasocial bonds drive brand connection: How listener-host parasocial relationships enhance brand advocacy through emotional investment," Journal of Retailing and Consumer Services, Elsevier, vol. 90(C).
    12. Huawen Shen & Yumeng Zhang & Yilin Hu, 2025. "Immersion and Behavioral Intention in Social Media: TikTok’s ‘Travel Live Streaming’ Perspective," SAGE Open, , vol. 15(3), pages 21582440251, August.
    13. Li, ShiNa & Lyu, Ting & Park, Sangwon & Choi, Youngjoon, 2023. "Spillover effects in destination advertising: An electroencephalography study," Annals of Tourism Research, Elsevier, vol. 102(C).
    14. Francesca De Canio & Elisa Martinelli & Margherita Peruzzini & Sara Cavallaro, 2022. "Experiencing a Food Production Site Using Wearable Devices: The Indirect Impact of Immersion and Presence in VR Tours," Sustainability, MDPI, vol. 14(5), pages 1-17, March.
    15. Nuno Sousa & Filipa Jorge & Mário Sérgio Teixeira & Nieves Losada & Miguel Melo & Maximino Bessa, 2023. "An Exploratory Study about the Effect of COVID-19 on the Intention to Adopt Virtual Reality in the Tourism Sector," Sustainability, MDPI, vol. 15(11), pages 1-13, May.
    16. Kumari, Vandana & Bala, Pradip Kumar & Chakraborty, Shibashish, 2024. "A text mining approach to explore factors influencing consumer intention to use metaverse platform services: Insights from online customer reviews," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    17. Yuen, Kum Fai & Koh, Le Yi & Tan, Luan Yi Hazel & Wang, Xueqin, 2023. "The determinants of virtual reality adoption for marine conservation," Technology in Society, Elsevier, vol. 72(C).
    18. Ankit Kumar Sinha & Subhro Sarkar, 2025. "Tracing the trajectory of avatar marketing: An academic exploration through bibliometric analysis and the six-markets stakeholder model," Electronic Markets, Springer;IIM University of St. Gallen, vol. 35(1), pages 1-25, December.
    19. Jingxuan Liang & Lu Zhao & Sunbowen Zhang & Lu Lu, 2025. "How Does Immersive Technology Drive Real Tourism? Technology Acceptance and Cultural Foundation," SAGE Open, , vol. 15(2), pages 21582440251, April.
    20. Ben Mimoun, Mohammed Slim & Poncin, Ingrid, 2015. "A valued agent: How ECAs affect website customers' satisfaction and behaviors," Journal of Retailing and Consumer Services, Elsevier, vol. 26(C), pages 70-82.
    21. Ionica Oncioiu & Iustin Priescu, 2022. "The Use of Virtual Reality in Tourism Destinations as a Tool to Develop Tourist Behavior Perspective," Sustainability, MDPI, vol. 14(7), pages 1-15, April.

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-03042175. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.