Virtual Reality in Tourism : A Research Note

Authors

  •   R. Sabari Shankar Indian Institute of Management Bangalore, P - 202, Second Floor, Faculty Block D, Indian Institute of Management Bangalore, Bilekahalli, Opp. Apollo Hospital, Bangalore - 560 076
  •   Elizabeth Renju Koshy Department of Professional Studies, Christ University Bangalore, Hosur Rd, Bhavani Nagar, S.G. Palya, Bengaluru - 560 029, Karnataka
  •   Sonia Katherin Mathew Department of Management Studies, Musaliar College of Engineering and Technology, Pathanamthitta, Musaliar College PO, Pathanamthitta - 689 653, Kerala

DOI:

https://doi.org/10.17010/pijom/2022/v15i7/170790

Keywords:

Virtual Reality

, Tourism Marketing, Destination Branding, Research Note, Sustainability.

JEL Classification Codes

, M1, M3, L1, L8, O2

Paper Submission Date

, June 15, 2022, Paper sent back for Revision, June 25, Paper Acceptance Date, June 30, Paper Published Online, July 15, 2022

Abstract

Technology inclusions have been deriving disruptive changes in the tourism industry. The most sought-after digital tool – virtual reality (VR) – has been highly preferred by destination marketers in formulating their marketing strategies and executions and branding their destinations. Though VR inclusion started early, the pandemic crisis has added effectiveness to the vibrance of the industry’s offerings. However, the research of VR inclusions in tourism marketing needs wider evidence that would eventually facilitate the thereof in identifying and understanding of the emerging tourists’ micro-segments based on their motives, duality of destination management and branding, and the relevance for conceiving memorable experiences. This research note indicated three such critical aspects – VR in upscaling tourism, VR as a marketing strategy for sustainability, and VR as reality or reality for tourists. The note also indicated the major areas that can be researched from the given perspectives of VR for tourism marketing and destination branding.

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Published

2022-07-01

How to Cite

Sabari Shankar, R., Koshy, E. R., & Mathew, S. K. (2022). Virtual Reality in Tourism : A Research Note. Prabandhan: Indian Journal of Management, 15(7), 36–41. https://doi.org/10.17010/pijom/2022/v15i7/170790

Issue

Volume 15, Issue 7, July 2022

Section

Articles
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Scopus
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Europe PMC

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