Could virtual reality effectively market slow travel in a heritage destination?

Lin, Lixing; Huang, Shu‐Chun Lucy; Ho, Yao-Chun

doi:10.1016/j.tourman.2019.104027

Cited by 120 publications

(88 citation statements)

References 43 publications

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“…Both these variables also have a tendency to be incorporated in the dual routes of ELM. Furthermore, it is empirically evident that new technologies create a positive destination image (Hassan, 2018; Lin et al., 2020). Therefore, we posit the following:…”

Section: Discussion and Suggestions For Future Researchmentioning

confidence: 99%

The role of elaboration likelihood model in consumer behaviour research and its extension to new technologies: A review and future research agenda

Shahab

Ghazali

Mohtar

2021

Int J Consumer Studies

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During the last decade, research on new technologies such as virtual reality and augmented reality in the context of marketing has gained notable attention from the marketing researchers. Researchers are trying to understand consumer behaviour with the aid of new technologies, but only a few consumer behaviour theories are being used in the context of marketing, for example, theory of planned behaviour, self‐determination theory, technology acceptance model, uses & gratification theory and innovation diffusion theory. These theories can successfully predict consumer's motivation, behavioural intentions and technology adoption. However, they are unable to explicate the effectiveness of promotional messages and content marketing on consumer's change in attitude and decision making. Surprisingly, theories that are actually capable to do so, for example, elaboration likelihood model (ELM), have been overlooked by the researchers. This could be because classical theories are unable to comprehend the new technologies, and hence, it is pertinent to enhance the spectrum of the classical theories. Therefore, the goal of this theory‐based systematic literature review is to assess the ELM literature to address the existing research gaps in the marketing literature. The research string used in this study was developed by using Boolean operators to search databases, and Preferred Reporting Items for Systematic Reviews and Meta‐Analyses framework was adopted to increase the efficiency of the searching process. A total of 762 suitable articles were considered for the initial screening, however, only 68 articles met the inclusion criteria and were included in the study. These articles were analysed to propose future research agenda by including the under‐looked constructs and theories.

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Section: Discussion and Suggestions For Future Researchmentioning

confidence: 99%

The role of elaboration likelihood model in consumer behaviour research and its extension to new technologies: A review and future research agenda

Shahab

Ghazali

Mohtar

2021

Int J Consumer Studies

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“…In this regard, it would be necessary to further explore the impacts of narrative immersion on users' attitude and behaviour towards the cultural heritage subject. Current marketing research is indeed concerned to understand whether VR experiences decrease or fuel users' intentions to visit the featured cultural destinations (Guttentag, 2010;Deng et al, 2018;Lin et al, 2020;Marasco et al, 2018). In this direction, Li & Chen (2019) distinguished the influence of VR contents from the effect of tourists' perception of the VR technology on visiting intentions.…”

Section: Discussionmentioning

confidence: 99%

Beyond virtual cultural tourism: history-living experiences with cinematic virtual reality

Marasco

2020

THJ

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Virtual reality offers unprecedented opportunities for creating cultural tourism experiences that tell visitors emotionally engaging stories about the past. This paper focuses onthe latest frontier of immersive storytelling rivalling feature films, cinematic virtual reality, which can immerse users into 360-degree films making them feel like living the story. Through a qualitative analysis of five projects, this paper explores how this new media form has been applied for cultural heritage storytelling and analyses the reactions of users to the historyliving experiences with an emphasis on their emotional responses. Based on the findings of the analysis, implications are discussed for the design of VR experiences in cultural tourism.

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“…The potential of VR technology in tourism was recognised in the 1990s [ 27 ]. VR is a highly novel technology [ 28 ] and is widely defined as a communication medium that provides users with a computer-simulated 3D (360-degree) virtual context which enables users to become immersed, navigate, and interact in a fully digital environment [ 17 , 29 , 30 ]. As a result of VR becoming increasingly popular, VR technology in tourism has attracted great interest from both researchers and practitioners for decades [ 29 ].…”

Section: Literature Reviewmentioning

confidence: 99%

The impact of a 360° virtual tour on the reduction of psychological stress caused by COVID-19

Yang

Lai

Fan

et al. 2021

Technology in Society

108

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Could virtual reality effectively market slow travel in a heritage destination?

Cited by 120 publications

References 43 publications

The role of elaboration likelihood model in consumer behaviour research and its extension to new technologies: A review and future research agenda

The role of elaboration likelihood model in consumer behaviour research and its extension to new technologies: A review and future research agenda

Beyond virtual cultural tourism: history-living experiences with cinematic virtual reality

The impact of a 360° virtual tour on the reduction of psychological stress caused by COVID-19

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