The impact of extended reality in tourism, during the pre-travel stage
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Date
2024-09-12
Authors
Πανουτσοπούλου, Ευθυμία
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Abstract
This thesis was submitted as part of the necessity for completing Postgraduate Program in Tourism Destination and Business Management at University of Patras. The purpose of this study is to investigate the impact of extended reality (XR) technology on travelers' destination perceptions, regarding their previous trip planning. Exploring the full spectrum of what this fascinating field has to offer, this study examines how various aspects of extended reality (XR) can influence the intention to book vacations, either positively or negatively.
Extended reality (XR) is the rapidly changing technology which combines domains of augmented and virtual realities offers user a new or deeper experience by digitally essential to real world. When it comes to tourism, XR gives travelers a chance of perceiving and experiencing destinations in ways never seen before. This may be as simple as walk-through hotels, augmenting guides to local attractions; this could even include interactive maps (in another room) where you can touch-point and create real-time information visually appealing when digitally delivered.
This study highlights one of its key areas, namely, the use of extended reality impacts booking intentions from travelers, XR can increase or decrease the booking rate, by eliciting a more immersive and true preview of the final product. The impact will also be determined with the assistance of a survey that measures travelers' reaction to XR-enhanced content.
In sum, this research will advance our understanding of the role of Extended Reality in influencing travelers prejudices and decisions about the trip planning. The findings in this paper provide insights into the creation of destination image and booking intentions, which are fundamental for tourism businesses and destination marketers to use XR so that potential tourists can be lured by it. This would provide practical implications for marketing professionals who wish to utilize this emerging technology, while also contribute towards academic literature regarding e-tourism.
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Keywords
Extended reality, Tourism, Fully immersive, Pre travel, Booking intention