Virtual reality and wine tourism

Bora Qesja, Susan Bastian, Svetlana De Vos

Research output: Contribution to conferenceConference paperpeer-review


Wine tourism is a fast-growing industry that can be particularly important to the development and sustainability of rural areas. However, these regions often struggle to successfully differentiate themselves. Virtual reality experiences can be utilised as differentiating promotional tools to increase immersion and illicit emotions for the purpose of impacting the development of wine tourism and wine sales. This study explores the role of immersion in the VR experience on behavioural outcomes such as desire to visit the region and desire to purchase products produced in the region. Moreover, it explores factors influencing perceptions of immersion as well as behavioural outcomes. Focus groups were conducted in both USA (4 focus groups) and China (4 focus groups). A survey was also distributed to the participants in order to quantify the results. Data was analysed using Leximancer (qualitative data) and SPSS (quantitative data). Sensory engagement, perceived quality of the VR experience, presence of an authority figure (such as a tour guide), perceptions of authenticity of the experience and perceived control within the experience were found to play an important role in influencing perceptions of immersion in the VR experience as well as desire to visit and purchase products produced in the region.
Original languageEnglish
Publication statusPublished - 1 Jun 2021
Event2021 Academy of Marketing Science Virtual Conference: Celebrating the Past and Future of Marketing - New York, United States
Duration: 1 Jun 20214 Jun 2021


Conference2021 Academy of Marketing Science Virtual Conference
Abbreviated titleAMS50VC
Country/TerritoryUnited States
CityNew York
Internet address


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  • Virtual Reality and Wine Tourism: An Abstract

    Qesja, B., Bastian, S. & De Vos, S., 30 Jun 2022, Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Allen, J., Jochims, B. & Wu, S. (eds.). p. 235-236 2 p. (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

    Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

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