Virtual Reality in Tourism: A Research Note

Title

Virtual Reality in Tourism: A Research Note

Creator

Shankar R S.; Renju Koshy E.; Katherin Mathew S.

Description

Technology inclusions have been deriving disruptive changes in the tourism industry. The most sought-after digital tool virtual reality (VR) has been highly preferred by destination marketers in formulating their marketing strategies and executions and branding their destinations. Though VR inclusion started early, the pandemic crisis has added effectiveness to the vibrance of the industrys offerings. However, the research of VR inclusions in tourism marketing needs wider evidence that would eventually facilitate the thereof in identifying and understanding of the emerging tourists micro-segments based on their motives, duality of destination management and branding, and the relevance for conceiving memorable experiences. This research note indicated three such critical aspects VR in upscaling tourism, VR as a marketing strategy for sustainability, and VR as reality or reality for tourists. The note also indicated the major areas that can be researched from the given perspectives of VR for tourism marketing and destination branding. 2022, Associated Management Consultants Pvt. Ltd. All rights reserved.

Source

Prabandhan: Indian Journal of Management, Vol-15, No. 7, pp. 36-41.

Date

2022-01-01

Publisher

Associated Management Consultants Pvt. Ltd.

Subject

destination branding; research note; sustainability; tourism marketing; virtual reality

Coverage

Shankar R S., IIMBx Digital Initiative, Indian Institute of Management Bangalore, Indian Institute of Management Bangalore, P-202, Second Floor, Faculty Block D, Bilekahalli, Opp. Apollo Hospital, Karnataka, Bangalore, 560 076, India; Renju Koshy E., Department of Professional Studies, Christ University Bangalore, Hosur Rd, Bhavani Nagar, S.G. Palya, Karnataka, Bengaluru, 560 029, India; Katherin Mathew S., Department of Management Studies, Musaliar College of Engineering and Technology, Musaliar College PO, Kerala, Pathanamthitta, Pathanamthitta, 689 653, India

Rights

Restricted Access

Relation

ISSN: 9752854

Format

Online

Language

English

Type

Article

Identifier

https://doi.org/10.17010/pijom/2022/v15i7/170790

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