Exploring the Impact on the Consumer decision Making Proess: The Application of Virtual reality Technoloy in Tourism
- The following thesis has been written with the aim of identifying if virtual
reality could potentially have an impact on consumer behavior in tourism.
Answering this question could have an impact on the application of the
technology as a marketing tool. Due to the fact that there is limited
knowledge available on this topic so far, the research is considered to be
exploratory. To gain first insights into the reactions of consumers when
being exposed to the technology, their reactions were evaluated using a
qualitative approach.
This thesis is consisting of four parts. Firstly, the relevance of the topic will
be discussed. The following, theoretical part is dealing with tourism,
consumer behavior and virtual reality technology. Thereafter the empirical
part is establishing hypotheses in a first stage to later rank and evaluate
these hypotheses further. To conclude the thesis, the paper will be
presenting conclusions and a future outlook.
After the lecture of the thesis you will learn what potential implications the
usage of virtual reality technology can have when being used as a
marketing tool in tourism. This knowledge of potential implications can lay
the foundation for further research and shows the predominant
considerations that should be made when dealing with the topic of virtual
reality in tourism marketing.