@inproceedings{47ce9253b13b443f85e2ad2a89ca4d4c,
title = "Marketing Tourism Products in Virtual Reality: Moderating Effect of Product Complexity",
abstract = "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.",
keywords = "Metaverse, Product complexity, Virtual reality",
author = "Chan, {Chung Hao} and Wong, {King Yin} and Lui, {Tsz Wai}",
note = "Publisher Copyright: {\textcopyright} 2023, The Author(s).; 30th Annual International eTourism Conference, ENTER 2023 ; Conference date: 18-01-2023 Through 20-01-2023",
year = "2023",
doi = "10.1007/978-3-031-25752-0_34",
language = "English",
isbn = "9783031257513",
series = "Springer Proceedings in Business and Economics",
publisher = "Springer Nature",
pages = "318--322",
editor = "Berta Ferrer-Rosell and David Massimo and Katerina Berezina",
booktitle = "Information and Communication Technologies in Tourism 2023 - Proceedings of the ENTER 2023 eTourism Conference",
address = "United States",
}