Virtual Reality and Wine Tourism: An Abstract

Bora Qesja, Susan Bastian, Svetlana De Vos

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

Abstract

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Academy of Marketing Science Annual Conference - World Marketing Congress

AMSAC-WC 2021: Celebrating the Past and Future of Marketing and Discovery with Social Impact pp 235–236Cite as

Virtual Reality and Wine Tourism: An Abstract
Bora Qesja, Susan Bastian & Svetlana De Vos
Conference paper
First Online: 30 June 2022
24 Accesses

Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)

Abstract
Virtual reality (VR) experiences can be utilized as differentiating promotional tools to increase immersion and illicit emotions for the purpose of impacting the development of wine tourism and wine sales. Wine tourism is a continuously growing industry that plays an important role in the development of rural areas. However, wine regions, such as the Riverland wine region in South Australia, face difficulties in differentiating themselves and motivating tourists to visit. For the purpose of this study, a Riverland wine region VR experience was created to showcase what the region has to offer with the goal of promoting national and international tourism (particularly from China and the USA). This study explores the role of a VR experience on behavioral outcomes such as desire to visit the region as well as desire to purchase products produced in the region (such as wine). Moreover, it explores elements of a VR experience that play a role in influencing perceptions of immersion as well as behavioral outcomes. Focus groups were conducted in both USA (4 focus groups) and China (4 focus groups) in order to explore factors that play a role in the creation of a VR experience that can positively influence behavioral outcomes in a tourism context. A second quantitative stage was also conducted in Australia. Data was analyzed 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 all 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. The outcomes of the study indicate that virtual reality is a successful new approach in influencing tourism.
Original languageEnglish
Title of host publicationCelebrating the Past and Future of Marketing and Discovery with Social Impact
EditorsJuliann Allen, Bruna Jochims, Shuang Wu
Chapter83
Pages235-236
ISBN (Electronic)978-3-030-95346-1
DOIs
Publication statusPublished - 30 Jun 2022
Event2021 Academy of Marketing Science Virtual Conference: Celebrating the Past and Future of Marketing - New York, United States
Duration: 1 Jun 20214 Jun 2021
https://www.ams-web.org/event/2021AMSVirtualAC-WMC

Publication series

NameCelebrating the Past and Future of Marketing and Discovery with Social Impact
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

Conference

Conference2021 Academy of Marketing Science Virtual Conference
Abbreviated titleAMS50VC
Country/TerritoryUnited States
CityNew York
Period1/06/214/06/21
Internet address

Keywords

  • Virtual reality
  • Wine tourism
  • Immersion
  • Authenticity perceptions

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