Search results

As online travel marketing is evermore gaining importance, in particular regarding the pre-purchase presentation of travel destinations, it is imperative to examine how various media can engage consumers. The purpose of this paper is to identify how three prominent virtual representation media in tourism marketing differ regarding their potential in engaging customers. In particular, the authors examine whether they differ in the levels of interactivity, vividness and telepresence they elicit; and the impact of these dimensions on flow, enjoyment and online purchase intentions. The authors hereby focus specifically on millennials, who represent an important target market for the travel industry and are hard to reach via traditional media.

This study presents a between-subjects experimental design comparing three virtual representation media portraying New York City, namely, photographs, 360° video and virtual reality (VR). The findings are analysed with ANCOVA analysis and PLS path modelling.

The findings reveal that various media indeed generate different levels of customer engagement. In particular, VR scores the highest on all dimensions, with interactivity having the largest effect on consumers’ perception of telepresence. Such higher levels of telepresence in turn positively affect purchase intentions via mediation through flow and enjoyment.

Future research should examine whether these findings are impacted by moderators, like consumer characteristics (e.g. socio-demographics, personality traits) and destination types.

This study provides guidelines for tourism providers seeking to promote their sites in innovative and effective ways, in the anticipatory stage of the customer journey.

This study identifies interactivity as the most important driver for consumers’ perception of telepresence in the context of pre-travel tourism information. Moreover, the findings also reveal the mechanisms behind enhanced customer engagement via various media.

A major factor hampering the continuing and explosive rise of e-commerce, particularly for experience goods, is the lack of tactile information that could help to reduce uncertainty in consumer purchase decision making online. The purpose of this paper is to identify the specific touch-related properties worthwhile to enable in online retailing and the type of customer value that can be provided, as well as the drivers and barriers for consumer acceptance toward touch-enabling technologies for online shopping.

By means of consumer focus groups, the authors address the research questions regarding touch-related properties, their value to consumers, and the drivers and barriers for consumer acceptance by taking into consideration two specific touch-enabling technologies.

The study reveals that touch-enabling technologies can provide utilitarian and hedonic value to consumers, mainly at the pre-purchase stages in the path-to-purchase. Valuable applications conceived by consumers primarily pertain to offering information on material and geometric product properties. A hurdle for consumer adoption seems to be the necessity of a dedicated output device, such as a glove.

Due to the early development stage of the new technologies under investigation, this study is exploratory in nature. The findings should be validated in the future, once these technologies actually get introduced for online marketing purposes.

This study aims to raise awareness among online retailers about marketing opportunities comprised of touch-enabling technology.

The authors provide a first outlook with regard to future consumer acceptance of touch-enabling technologies in online shopping and how and when such technologies can provide consumer value.