Exploring the Students’ Perceptions to Virtual Reality Environment EuroCHRIE 2016, Budapest

Hotel operators around the world, as well as Destination Marketing Organisations have shown interest in possibilities of virtual environments. Modern virtual reality technology offers a wide range of possibilities for hospitality and tourism marketers, enabling the creation of educational and engaging virtual environments, immersive and attractive virtual experiences, and unforeseen multi-media communication. In previous studies, Technology Acceptance Model (TAM) has been successfully used to evaluate how consumers perceive new technology and how it might affect the consumer behaviour. However, considering the intangibility, and the hedonic essence of hospitality and tourism experience, the previous studies have not fully addressed the possibilities of augmented and virtual reality environments within the hospitality and tourism context. This research presents the first step to develop, and test a framework of the tourism consumer behaviour in virtual reality environment.


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