Virtual Reality in Destination Marketing
Tiusanen, Pia (2017)
Tiusanen, Pia
Haaga-Helia ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017111717299
https://urn.fi/URN:NBN:fi:amk-2017111717299
Tiivistelmä
The subject of this research is virtual reality (VR), and its role in destination marketing. As a consumer technology VR is still relatively new, and as a marketing tool in the tourism industry as well. There is a large hype about VR going on right now, and next few years will eventually show how the hype develops; to the mainstream technology, or will it still stay in margin. The aim was to find out the current attitudes towards VR among tourism industry and travellers, and that way get a clue about the future of VR in the tourism branch.
In the literature review destination marketing, the current marketing tools, virtual reality in general and also in tourism are presented. The research consists of two parts. In the first part the subject is ordinary travellers; their attitudes and opinions towards VR, and how they experience its affection to their own travel planning and destination choices. In the second part the subject is operators in the tourism industry; the tourist attractions, which are chosen to be the historical castles in Germany, and the tourism marketers, the DMOs.
The research as a whole was conducted during July-August 2017. A questionnaire for travellers was shared in researcher’s own Facebook page, and in addition 18 people shared in forward in their own Facebook pages. Altogether 123 answers was received. In the e-mail interview for industry operators the number of answerers was left to two, one castle and one DMO. The results will be presented as expert interviews.
The research managed to answer to the research questions, so it can be considered as successful. There is a clear interest towards VR among travellers, even though it was not yet familiar for many, and they see VR as a potential way to gain information about the destination before they travel. They were interested in actively approaching VR for information, and they feel that it could bring additional value to the planning process. However it became clear that VR could not be a substitute for the actual travelling. The industry operators were still slightly careful when considering adding VR to their promotional mix, but there was also interest and even experiments existing. A wider research among the industry operators would be in order to get a clearer picture about their thoughts.
Based on the results it is clear that the travellers are interested in all kinds of visual information provided about the destinations; thus it is worthwhile for destination and attraction marketers to consider adding VR to their promotional mix. It can persuade the curious travellers in fair events and travel agents’ offices, and ease the promotion of new destinations and attract especially the very active travellers. When the amount of VR equipment in peoples’ homes will seemingly rise soon, it is a good chance for marketers to provide content for the audience. Also augmented reality possibilities intrigued both the travellers and operators, in a form of a destination information channel.
In the literature review destination marketing, the current marketing tools, virtual reality in general and also in tourism are presented. The research consists of two parts. In the first part the subject is ordinary travellers; their attitudes and opinions towards VR, and how they experience its affection to their own travel planning and destination choices. In the second part the subject is operators in the tourism industry; the tourist attractions, which are chosen to be the historical castles in Germany, and the tourism marketers, the DMOs.
The research as a whole was conducted during July-August 2017. A questionnaire for travellers was shared in researcher’s own Facebook page, and in addition 18 people shared in forward in their own Facebook pages. Altogether 123 answers was received. In the e-mail interview for industry operators the number of answerers was left to two, one castle and one DMO. The results will be presented as expert interviews.
The research managed to answer to the research questions, so it can be considered as successful. There is a clear interest towards VR among travellers, even though it was not yet familiar for many, and they see VR as a potential way to gain information about the destination before they travel. They were interested in actively approaching VR for information, and they feel that it could bring additional value to the planning process. However it became clear that VR could not be a substitute for the actual travelling. The industry operators were still slightly careful when considering adding VR to their promotional mix, but there was also interest and even experiments existing. A wider research among the industry operators would be in order to get a clearer picture about their thoughts.
Based on the results it is clear that the travellers are interested in all kinds of visual information provided about the destinations; thus it is worthwhile for destination and attraction marketers to consider adding VR to their promotional mix. It can persuade the curious travellers in fair events and travel agents’ offices, and ease the promotion of new destinations and attract especially the very active travellers. When the amount of VR equipment in peoples’ homes will seemingly rise soon, it is a good chance for marketers to provide content for the audience. Also augmented reality possibilities intrigued both the travellers and operators, in a form of a destination information channel.