Emotionalise Me: Self-reporting and Arousal Measurements in Virtual Tourism Environments

  • Julia BeckEmail author
  • Roman Egger
Conference paper


The technological developments regarding Virtual Reality (VR) are providing new opportunities for the tourism industry. This research investigates the application of fully-immersive VR systems in tourism marketing and analyses how it influences emotional responses and decision-making. During a laboratory experiment, subjective measurements were combined with physiological measurements of arousal. Study participants were exposed to a 360-degree destination marketing video, using either a head-mounted display (HMD) or a desktop-PC. Whereas the physiological parameters of heart rate and electrodermal activity showed a significant increase with the HMD-group, subjective evaluation of emotions and decision-making did not indicate any significant differences. These partly contradicting results suggest further investigation of emotions and arousal measurement, analysis and interpretation through field experiments. Nevertheless, from subjective opinions of participants and participant observations it could be concluded that VR as a marketing tool has the potential to increase positive emotions. Taken the enthusiasm and interest for VR in tourism into account, recommendations concerning investment in VR technology are given.


Virtual reality Tourism marketing Emotional responses Arousal Electrodermal activity Heart rate Self-reporting measures 



The authors would like to thank DI Michael Domhardt, research assistant of the MultiMedia Technology department of the University of Applied Sciences Salzburg, who developed the hard- and software tools applied in the laboratory experiment.


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Copyright information

© Springer International Publishing AG 2018

Authors and Affiliations

  1. 1.Salzburg University of Applied SciencesSalzburgAustria

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