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

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.

Keywords

  • Virtual Reality
  • Presence
  • Travel recommendation

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  • DOI: 10.1007/978-3-030-36737-4_14
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Notes

  1. 1.

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

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Correspondence to Jasmin Hopf or Melina Scholl .

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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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