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

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

*此作品的通信作者

研究成果: 書貢獻/報告類型會議論文篇章

2 引文 斯高帕斯(Scopus)

摘要

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.

原文英語
主出版物標題Information and Communication Technologies in Tourism 2023 - Proceedings of the ENTER 2023 eTourism Conference
編輯Berta Ferrer-Rosell, David Massimo, Katerina Berezina
發行者Springer Nature
頁面318-322
頁數5
ISBN(列印)9783031257513
DOIs
出版狀態已發佈 - 2023
事件30th Annual International eTourism Conference, ENTER 2023 - Johannesburg, 南非
持續時間: 2023 1月 182023 1月 20

出版系列

名字Springer Proceedings in Business and Economics
ISSN(列印)2198-7246
ISSN(電子)2198-7254

會議

會議30th Annual International eTourism Conference, ENTER 2023
國家/地區南非
城市Johannesburg
期間2023/01/182023/01/20

ASJC Scopus subject areas

  • 一般經濟,計量經濟和金融
  • 一般商業,管理和會計

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