Marketing Tourism Products in Virtual Reality: Moderating Effect of Product Complexity

Chung Hao Chan, King Yin Wong, Tsz Wai Lui*

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contribution

2 Citations (Scopus)


As the tourism industry faces growing competition and digital transformation in the post-pandemic era, virtual reality has emerged as a creative marketing strategy. However, investing in virtual reality may be costly. Evaluating what type of products can generate higher returns through virtual reality is critical. Our study explored the moderating effect of product complexity on the relationship between virtual reality characteristics and behavioral intention. Our results indicated that the relationship between telepresence and consumer trust is stronger for a complex tourism product than a simple product. Firms with limited resources should invest in virtual reality to market complex products.

Original languageEnglish
Title of host publicationInformation and Communication Technologies in Tourism 2023 - Proceedings of the ENTER 2023 eTourism Conference
EditorsBerta Ferrer-Rosell, David Massimo, Katerina Berezina
PublisherSpringer Nature
Number of pages5
ISBN (Print)9783031257513
Publication statusPublished - 2023
Event30th Annual International eTourism Conference, ENTER 2023 - Johannesburg, South Africa
Duration: 2023 Jan 182023 Jan 20

Publication series

NameSpringer Proceedings in Business and Economics
ISSN (Print)2198-7246
ISSN (Electronic)2198-7254


Conference30th Annual International eTourism Conference, ENTER 2023
Country/TerritorySouth Africa


  • Metaverse
  • Product complexity
  • Virtual reality

ASJC Scopus subject areas

  • General Economics,Econometrics and Finance
  • General Business,Management and Accounting


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