Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Conference Paper Faculty Publications- Conference Papers Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Kotni, V. V. Devi Prasad; Bogala, Mahendra Reddy; Vanapalli, Gowri Lakshmi; Nagaraj, K.V.; Nitcherla, Somasekhar; Vemula, Rajesh Title A name given to the resource Measuring Customer Perception on Promotion of Tourism Destinations Using AR and VR Applications: Model Testing and Validation Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2025 Source A related resource from which the described resource is derived Smart Innovation, Systems and Technologies;Volume;420;pp.543-553 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1007/978-981-96-0139-4_44" target="_blank" rel="noreferrer noopener">https://doi.org/10.1007/978-981-96-0139-4_44</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105002046145?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105002046145?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant 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 Description An account of the resource 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. Subject The topic of the resource AR; Customer perception; Tourism; Tourism destinations; VR Publisher An entity responsible for making the resource available Springer Science and Business Media Deutschland GmbH Relation A related resource ISSN: 21903018; ISBN: 978-981960138-7; Language A language of the resource English Type The nature or genre of the resource Conference paper Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online