In recent years, accelerating technological innovations and digitalization have been affecting the tourism industry more than ever before. New technological means can help targeting customers directly and individually. In addition, Carola Epple now explains how Virtual Reality can change the booking behaviour of prospective customers. Her book Virtual Reality Tools in the Tourism Industry and their Influence on Booking Behaviour has been released at GRIN Publishing in December 2018.
In light of fierce competition and fast changing markets, travel firms have to make reasonable use of new technologies in order to succeed. Virtual Reality (VR) enables travellers to experience a destination in advance. How exactly does VR exposure affect the booking decision process? Does it increase the purchasing probability? In contrast to other research on this topic, „Virtual Reality Tools in the Tourism Industry“ analyses actual purchasing decisions from the perspective of travel sales agents instead of customers“ purchasing intentions in artificial laboratory situations.
New technologies and their influence on consumer behaviour
The current technological development considerably affects the way how tourism destinations and touristic products are perceived and how booking decisions take place. With the increasing differentiation of communication technologies and marketing channels, it becomes more and more important how travel companies can optimally allocate their marketing budgets. In that context, it is crucial to understand consumer decision processes, especially in the travel and hospitality sector. „Virtual Reality Tools in the Tourism Industry“ investigates consumer behaviour based on a structural model. Carola Epple offers handy guidelines for travel marketers how to best use VR for their purposes and supports managerial practice by indicating how the relevant constructs can be stimulated.
About the author
Carola Epple is a media and innovation manager with a focus on sports, travel, outdoor & lifestyle and a track record in business development and innovation management. Between having two children she completed an Executive MBA in Innovation and Business Creation at the Technical University of Munich. She founded VirtuallyThere Media ( www.virtuallytheremedia.com), a start-up which offers an online solution for travel companies to enhance conversion rates with the help of immersive experiences.
The book has been released at GRIN Publishing in December 2018 (ISBN: 978-3-668-85027-9)
Direct link: https://www.grin.com/document/450058/
Free reading samples can be obtained from GRIN Publishing. Please refer to presse@grin.com
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