ItemConference Paper

Measuring Customer Perception on Promotion of Tourism Destinations Using AR and VR Applications: Model Testing and Validation

Title
Measuring Customer Perception on Promotion of Tourism Destinations Using AR and VR Applications: Model Testing and Validation
Creator
Kotni, V. V. Devi Prasad; Bogala, Mahendra Reddy; Vanapalli, Gowri Lakshmi; Nagaraj, K.V.; Nitcherla, Somasekhar; Vemula, Rajesh
Description
The study aims to propose and develop a model to measure the customer perception toward promotional videos created using Augmented Reality (AR) and Virtual Reality (VR) technologies to promote tourism places. Using judgment sampling, 400 tourists were chosen, all of whom had visited various tourist spots in Visakhapatnam and had seen at least two promotional movies highlighting various tourist attractions using AR/VR technology. A properly written questionnaire was produced ahead of time to gather visitors perception for the qualities of augmented and virtual reality advertising attempts. The study revealed that passengers expect full information and appropriate motivation from digital marketing efforts that promote specific tourist locations using Augmented Reality and Virtual Reality. Furthermore, visitors anticipate high-quality visual and audio features in digital advertising materials for tourist destinations, with the goal of improving the entire customer experience and inspiring future visits. The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2025.
Source
Smart Innovation, Systems and Technologies;Volume;420;pp.543-553
Date
01-01-2025
Publisher
Springer Science and Business Media Deutschland GmbH
Subject
AR; Customer perception; Tourism; Tourism destinations; VR
Coverage
Kotni V.V.D.P., GITAM School of Business, Gandhi Institute of Technology and Management, Deemed to Be University, Rushikonda, Andhra Pradesh, Visakhapatnam, 530045, India; Bogala M.R., Department of Management Studies, Gayatri Vidya Parishad College for Degree and PG Courses (A), Rushikonda, Andhra Pradesh, Visakhapatnam, 530045, India; Vanapalli G.L., GITAM School of Business, Gandhi Institute of Technology and Management, Deemed to Be University, Rushikonda, Andhra Pradesh, Visakhapatnam, 530045, India; Nagaraj K.V., Department of Management Studies, Gayatri Vidya Parishad College for Degree and PG Courses (A), Rushikonda, Andhra Pradesh, Visakhapatnam, 530045, India; Nitcherla S., School of Management, Centurion University of Technology and Management (CUTM-AP), Andhra Pradesh, Vizianagaram, 535003, India; Vemula R., School of Business and Management, Christ University, Karnataka, Bangalore, 560029, India
Rights
Restricted Access; Hardcopy may be available in the library
Relation
ISSN: 21903018; ISBN: 978-981960138-7;
Format
online
Language
English
Type
Conference paper

Citation

Kotni, V. V. Devi Prasad; Bogala, Mahendra Reddy; Vanapalli, Gowri Lakshmi; Nagaraj, K.V.; Nitcherla, Somasekhar; Vemula, Rajesh, “Measuring Customer Perception on Promotion of Tourism Destinations Using AR and VR Applications: Model Testing and Validation,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 18, 2026, https://archives.christuniversity.in/items/show/25458.

Output Formats