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Exploring the Impact of Multisensory VR on Travel Recommendation: A Presence Perspective

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Information and Communication Technologies in Tourism 2020

Abstract

The rapid development of Virtual Reality (VR) technology offers new opportunities for the promotion of tourism products and experiences. VR provides potential tourists with a compelling imagery and a chance to get a first impression of what it feels like to be at a destination. Previous studies have mostly focused on visual and auditory VR experiences and have rather neglected the possibility of adding additional sensory stimuli, i.e. haptic and olfactory feedback, to a VR experience. This study is novel in that it takes a multisensory approach to VR and examines its impact on the intention to recommend a destination through the lens of presence. A multi-stage laboratory experiment with 64 participants was conducted. The analysis reveals that the stimulation of additional senses does not lead to a significant enhancement of the user’s sense of presence. However, a significant increase in the user’s intention to recommend a destination can be observed. For destination marketers, this study proposes multisensory VR as a novel and effective tool to positively influence travel recommendations.

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Notes

  1. 1.

    Further explanation and visualization under https://youtu.be/PYeruxMQagg.

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Author information

Authors and Affiliations

  1. University of Applied Sciences Salzburg, Puch/Salzburg, Austria

    Jasmin Hopf, Melina Scholl, Barbara Neuhofer & Roman Egger

Authors
  1. Jasmin Hopf
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  2. Melina Scholl
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  3. Barbara Neuhofer
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  4. Roman Egger
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Corresponding authors

Correspondence to Jasmin Hopf or Melina Scholl .

Editor information

Editors and Affiliations

  1. Institute of Information Systems Engineering, TU Wien, Vienna, Austria

    Julia Neidhardt

  2. Chair of Connected Mobility, TU Munich, Garching, Germany

    Wolfgang Wörndl

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Hopf, J., Scholl, M., Neuhofer, B., Egger, R. (2020). Exploring the Impact of Multisensory VR on Travel Recommendation: A Presence Perspective. In: Neidhardt, J., Wörndl, W. (eds) Information and Communication Technologies in Tourism 2020. Springer, Cham. https://doi.org/10.1007/978-3-030-36737-4_14

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