Virtual cultural tourism: Six pillars of VCT using co-creation, value exchange and exchange value

Wiltshier, Peter; Clarke, Alan

doi:10.1177/1467358415627301

Cited by 43 publications

(26 citation statements)

References 49 publications

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“…The application of new technologies to cultural tourism experiences is another area that will require more research in future. Although Virtual Reality (computer-generated 3D environments) and Augmented Reality (the projection of computer-generated images onto a real world view) are hardly new, their potential is only now being fully realized (Wiltshier and Clarke, 2017). More ludic applications are also now being applied, such as 'serious games' (Mortara, Catalano, Bellotti, Fiucci, Houry-Panchetti & Petridis, 2014).…”

Section: Insert Figure 3: the Practices Of Cultural Tourismmentioning

confidence: 99%

Cultural tourism: A review of recent research and trends

Richards

2018

Journal of Hospitality and Tourism Management

647

371

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Section: Insert Figure 3: the Practices Of Cultural Tourismmentioning

confidence: 99%

Cultural tourism: A review of recent research and trends

Richards

2018

Journal of Hospitality and Tourism Management

647

371

View full text Add to dashboard Cite

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“…Today, as virtual digital worlds increasingly permeate the lives of tourists, their use is becoming pivotal to the tourism industry (Mura et al , 2017). In tourism, VR finds application in multiple areas including planning and management, marketing and information exchange, entertainment, education, accessibility and heritage preservation (Guttentag, 2010; Wiltshier and Clarke, 2016).…”

Section: Virtual Reality In Tourism – a Comprehensive Overviewmentioning

confidence: 99%

“…Although it is difficult to forecast to what extent VR will substitute tourism in the future, it is important to acknowledge that VR could constitute a threat for countries depending on the revenue generated by the tourism industry (Cheong, 1995). On the other hand, VR can contribute to sustainability as it constitutes a low cost and environmentally friendly way of travelling (Wiltshier and Clarke, 2016). Through VR tourists have the possibility to visit protected or dangerous tourism sites that cannot be visited, to experience sites and attractions that do not exist anymore (Hobson and Williams, 1995; Sussmann and Vanhegan, 2000; Egger, 2016) or even to immerse themselves in places that simply do not exist at all, as for instance fantasy worlds (Cheong, 1995).…”

Section: Virtual Reality In Tourism – a Comprehensive Overviewmentioning

confidence: 99%

Virtual reality in tourism: a state-of-the-art review

2019

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Purpose Emerging technologies, such as virtual reality (VR), have been influencing both the tourism supply side and tourists alike. The purpose of this study is to analyse VR research in tourism and to provide a comprehensive state-of-the-art review. As the technological connotation of the term VR has been changing and encompasses various VR systems with different capabilities, this paper aims to provide a systematic and structured overview. The overall objective of this paper is to contribute to a thorough understanding of VR research in tourism. Design/methodology/approach This paper comprehensively reviews and analyses existing literature on VR in tourism, published from 1994 to February 2018. Using a wide variety of sources, these papers were examined so as to give a state-of-the-art literature review and to deepen one’s understanding of the diverse applications of VR in a tourism context. This paper also presents a novel classification of different VR systems according to the level of immersion and depicts their respective technological capabilities. Findings The advent of new VR hardware necessitates a distinction for different VR systems applied in the tourism sector. Research conducted during the past three years has been focussing on the application of head-mounted displays, which reflects the temporal development of VR technology. Regardless of the VR system, most studies examine VR as a marketing tool for promotion and communication purposes during the pre-travel phase, focussing on behavioural aspects. Advances in technology will yield new opportunities and application possibilities for the tourism industry. Originality/value The key contribution of this paper lies in its structural approach, which differentiates between non-, semi- and fully immersive VR systems in tourism, as well as the proposition of respective definitions. The concluding part of the paper proposes practical implications for tourism businesses together with directions for future studies.

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“…Superior experience becomes core in many services [73][74], while augmenting customer experience is important in enhancing service quality [75]. Wiltshier and Clarke [76] found co-creation experience as a process that includes three phases as pre-experience, experience and postexperience. Khodadadi, Abdi [77] have revealed the influence of interaction, trust, action, perceived usefulness, relating, and information credibility on the customer's experiences with reference to electronic stores.…”

Section: Customer Value Co-creation Experience In Sstsmentioning

confidence: 99%

Customer Value Co-Creation Intention, Practices and Experience in Self-Service Technologies

Galdolage

2021

JSRR

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Many service encounters are moving from traditional physical interfaces to technologically incorporated self-service options. However, it is surprising that very limited extant literature is devoted to understanding the movement towards self-service technologies. Therefore, this study aims at understanding customer value co-creation intention, practices including both the value co-creation and co-destruction and their co-creation experiences in self-service technology context. Based on the positivistic approach, a quantitative study carried out distributing self-administered questionnaires to 600 individuals chosen based on a non-probabilistic convenience sampling method. Study found that customer value co-creation intention has significant positive effects on customer value co-creation practices and significant negative effects on customer value co-destruction in SSTs. Value co-creation practices show a strong positive effect on customer functional experiences and ‘positive emotional experiences’ while having a negative effect on ‘negative emotional experiences. In contrast, co-destruction shows inverse relationships. This study assists practitioners to understand why customers collaborate with SSTs, what they do in co-creating value and how this links with their experience. Service providers can use this understanding to facilitate customer co-creation by securing positive customer experiences and achieving competitive advantage by designing and delivering value enhancing self-service technological interfaces from both strategic and operational perspectives.

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Virtual cultural tourism: Six pillars of VCT using co-creation, value exchange and exchange value

Cited by 43 publications

References 49 publications

Cultural tourism: A review of recent research and trends

Cultural tourism: A review of recent research and trends

Virtual reality in tourism: a state-of-the-art review

Customer Value Co-Creation Intention, Practices and Experience in Self-Service Technologies

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