Embracing the virtual: a comprehensive strategic foresight analysis of virtual reality's impact on tourism marketing

Shi Junfeng and Tian Xueying and Wu Yuxiaosi (2023) Embracing the virtual: a comprehensive strategic foresight analysis of virtual reality's impact on tourism marketing. In: Foresight in research - case studies on future issues and methods. Budapest Business School, Budapest, pp. 57-81. ISBN 9786156342560

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Abstract

Virtual Reality (VR) is a technology that immerses users in a virtual world, giving them an entirely new experience. Based on past research, experts discovered that VR has more advantages than disadvantages. However, because VR is still in its early phases, little research has been conducted on it as a tourism marketing tool. The aim of this research is to uncover difficulties and drivers in order to forecast the future of this technology. This study employs both qualitative and quantitative methods, as well as future wheel implications. STEEPV analysis will be utilised to identify key drivers of technology, and SPSS was used to examine the data. The online questionnaire was distributed via Chinese social media, and had a 75.94% response rate, with 60 of 79 feedback recorded. The most important drivers of the technology are the rising number of VR users, increased brand recognition, and the ability to provide emotional value. The environment is one of the least discussed drivers. To establish the future implications of Virtual Reality as a Tourism Marketing tool, future forecasts were produced using Future Wheel analysis. According to the impact-uncertainty analysis, the top two drivers were "Tourism marketing in VR will increase brand recognition due to the unique experience" and "Virtual Reality enables users to explore places and contents without physically being there." The forecasts produced utilising future wheel analysis were market leaders for marketing purposes, increases brand recognition, fosters innovation, and greater immersion based on the two leading drivers. These forecasts have a favourable impact on the future of technology. An increase in the period of data collection was suggested as a way to improve this study. This allows for more accurate responses from customers. VR has a potential impact on tourism marketing in the future, which will boost the current tourism sector.