From hype to value. Virtual Reality Tools in the Tourism Industry and their Influence on Booking Behaviour

Inhaltsverzeichnis (Table of Contents)

• Introduction
• VR as a trend in travel marketing
• Objective and approach of this study
• Theoretical background and current state of VR in travel marketing practice
• Booking behaviour in tourism: research overview and benefits of VR
• VR influencing travellers' purchasing behaviour: Relevant theories, models and research
• An extended S-O-R model as a basic framework
• The concept of presence in the research of virtual experiences
• Research overview: How does Virtual Reality influence buying decision processes of travellers?
• The role of technology acceptance in VR-related consumer behaviour
• Practical use of Virtual Reality in tourism
• Conclusion for the study and research model development
• Research method
• Data analysis and results
• Summary and discussion
• Hypothesis review
• Theoretical contribution
• Managerial implications
• Limitations and further research

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This study investigates the impact of Virtual Reality (VR) on travel booking behavior, specifically focusing on booking probability, decision speed, and revenue. It uses an extended stimulus-organism-response (S-O-R) model incorporating presence and technology acceptance to analyze empirical data from 91 travel agents using VR tools. The study distinguishes itself from previous research by focusing on actual purchasing decisions from the perspective of sales agents rather than consumer intentions.

• The influence of VR on travel booking decisions.
• The role of presence and technology acceptance in the booking process.
• The impact of activating and cognitive processes on booking behavior.
• Development and testing of an extended S-O-R model for VR in tourism.
• Practical implications for using VR in travel marketing.

Zusammenfassung der Kapitel (Chapter Summaries)

Introduction: This chapter introduces the increasing use of Virtual Reality (VR) in travel marketing as a response to intense competition and rapidly changing markets. It sets the stage for the research by highlighting the potential of VR to positively influence traveler booking behavior and outlines the study's objectives and approach. The introduction emphasizes the novelty of this research in its focus on actual purchase decisions observed from the perspective of sales agents instead of consumers' self-reported intentions. It sets the context for understanding the significance of the subsequent chapters dedicated to theoretical frameworks, methodology, results, and discussion.

Theoretical background and current state of VR in travel marketing practice: This chapter provides a comprehensive review of the existing literature on booking behavior in tourism, specifically examining the benefits of VR and the theoretical underpinnings that explain its impact on purchasing decisions. It explores relevant theories and models, notably building upon and extending the neo-behavioristic stimulus-organism-response (S-O-R) model to integrate concepts of presence and technology acceptance within the context of tourism booking decisions. This lays a solid foundation for the study's proposed model and the subsequent empirical analysis.

Research method: This chapter details the methodology employed in the study. It describes the research design, the sampling strategy that involved 91 travel sales agents familiar with VR tools, and the data collection methods. The chapter will also outline the specific instruments and techniques utilized in data analysis, laying bare the process used to collect, organize, and interpret the quantitative data gathered for the research, enhancing the transparency and understanding of the research. It establishes the scientific rigor and reproducibility of the study's findings.

Data analysis and results: This chapter presents a detailed account of the statistical analysis performed on the collected data and comprehensively discusses the key findings of the study. It will systematically present the results related to the impact of VR on purchasing probability, decision speed, and turnover. The discussion will involve a thorough explanation of the statistical procedures used and include detailed interpretation of the observed relationships between the different constructs in the S-O-R model (such as the impact of presence and technology acceptance on activation and, subsequently, on booking behavior).

Schlüsselwörter (Keywords)

Virtual Reality, Booking Behaviour, Activation, Cognitive Processes, Technology Acceptance, Presence, Stimulus-Organism-Response Model, Tourism, Marketing.

FAQ: Impact of Virtual Reality on Travel Booking Behavior

What is the main topic of this study?

This study investigates how Virtual Reality (VR) influences travel booking behavior, specifically looking at booking probability, how quickly decisions are made, and the revenue generated. It focuses on actual purchasing decisions made by travel agents using VR tools, rather than just consumers' intentions.

What is the methodology used in this study?

The study uses an extended Stimulus-Organism-Response (S-O-R) model. This model incorporates the concepts of presence (immersion in the VR experience) and technology acceptance to analyze data from 91 travel agents who use VR tools. The research design includes a description of the sampling strategy, data collection methods, and the statistical analysis techniques used. This ensures transparency and reproducibility of the findings.

What are the key themes explored in the study?

Key themes include the impact of VR on travel booking decisions, the role of presence and technology acceptance in the booking process, the influence of activating and cognitive processes on booking behavior, and the development and testing of an extended S-O-R model for VR in tourism. The study also explores practical implications for using VR in travel marketing.

What are the key findings of the study (in summary)?

The study presents a detailed analysis of the impact of VR on booking probability, decision speed, and revenue. It explores the relationships between different constructs within the S-O-R model, such as how presence and technology acceptance influence activation and subsequently booking behavior. Detailed results are presented in the “Data Analysis and Results” chapter.

What is the theoretical contribution of this research?

The study extends the existing S-O-R model to better understand VR's impact on tourism booking decisions by including concepts of presence and technology acceptance. This contributes to a deeper theoretical understanding of how VR influences consumer behavior in the travel industry.

What are the managerial implications of this study?

The findings provide practical implications for travel companies seeking to utilize VR effectively in their marketing strategies. The results can inform decisions about VR implementation and optimization to improve booking outcomes.

What are the limitations and areas for further research?

The study identifies limitations and suggests avenues for future research to address unanswered questions or expand upon the findings. Specific limitations and further research directions are detailed in the summary and discussion section.

What is the structure of the study?

The study is structured into several key chapters, including an introduction, a theoretical background, a detailed description of the research method, a presentation of data analysis and results, and a concluding summary and discussion that includes hypothesis review, theoretical contribution, managerial implications, and limitations and suggestions for future research. A table of contents is provided for easy navigation.

What are the keywords associated with this study?

Keywords include: Virtual Reality, Booking Behaviour, Activation, Cognitive Processes, Technology Acceptance, Presence, Stimulus-Organism-Response Model, Tourism, Marketing.