Maurer / Siller Iscontour 2023 Tourism Research Perspectives

Proceedings of the International Student Conference in Tourism Research
1. Auflage 2023
ISBN: 978-3-7578-7016-4
Verlag: BoD - Books on Demand
Format: EPUB
Kopierschutz: 6 - ePub Watermark

E-Book, Englisch, 308 Seiten

The International Student Conference in Tourism Research (ISCONTOUR) offers students a unique platform to present their research and establish a mutual knowledge transfer forum for attendees from academia, industry, government and other organisations. The annual conference, which is jointly organized by the IMC University of Applied Sciences Krems and the Management Center Innsbruck, takes place alternatively at the locations Krems and Innsbruck. The conference research chairs are Prof. (FH) Mag. Christian Maurer (University of Applied Sciences Krems) and Prof. (FH) Mag. Hubert Siller (Management Center Innsbruck). The target audience include international bachelor, master and PhD students, graduates, lecturers and professors from the field of tourism and leisure management as well as businesses and anyone interested in cutting-edge research of the conference topic areas. The proceedings of the 10th International Student Conference in Tourism Research include a wide variety of research topics, ranging from consumer behaviour, tourist experience, information and communication technologies, marketing, destination management, and sustainable tourism management.

Professor (FH) Mag. Christian Maurer is Head of the Institute for Tourism, Wine Business, and Marketing, as well as Programme Director for the Master programme Marketing at the IMC University of Applied Sciences in Krems, Austria. His areas of lecturing and research are Digital Marketing, E-Tourism, Marketing and Communication Management, Strategic Marketing Planning. Christian Maurer studied German Philology and Communication Sciences at the University of Vienna. From 1995-1998 he was Lecturer at the University of Hull in GB, where he also achieved a post-graduate diploma in "Applied Language and New Technologies". From 2000 to 2004 Christian Maurer worked for the Austrian National Tourist Office (ANTO) in Vienna. In the position of Head of Information Management he was responsible for strategic planning and e-marketing, the ANTO's internet portal, and the holiday service center austria.info. Christian Maurer has published several research papers, led international research projects and has held many presentations at international conferences. He is founder of the International Student Conference in Tourism Research (ISCONTOUR).

Autoren/Hrsg.

Maurer, Christian

Siller, Hubert J.

Leseproben

Role of virtual reality in tourism destination marketing: evidence
from Morocco
Youssef El Archi
National School of Business and Management, Abdelmalek Essaâdi University, Morocco
[e-mail] Brahim Benbba
National School of Business and Management, Abdelmalek Essaâdi University, Morocco
[e-mail] Abstract Virtual reality (VR) is a rapidly advancing technology that has gained considerable attention in the tourism industry as a tool for destination marketing. This study has been carried out using a qualitative method via manual coding in the form of 36 interviews to understand what Moroccan tourism stakeholders think about VR techniques in destination marketing. The following questions will be answered: (1) What do tourism stakeholders in Morocco think about the possibilities of using VR technologies in destination marketing? (2) In what ways do tourism stakeholders believe that VR technology can be used to attract more tourists to Morocco? (3) What are the advantages and disadvantages of employing VR technology in marketing and advertising? The findings of the study suggest that the stakeholders generally have a positive perception of VR as a marketing tool for tourism destinations and identified several benefits of using VR in tourism destination marketing, including enhancing the customer experience and improving the competitiveness of Morocco's tourism industry. The study also identified several challenges associated with the use of VR in destination marketing. These include the high cost of implementing VR technology, the lack of technical expertise in VR development, and the potential for VR to be perceived as a substitute for real travel experiences. Keywords: Virtual reality; tourism; destination marketing; digital technology; Morocco. 1 INTRODUCTION Virtual reality (VR) is presented as a role-playing technology with a realistic 3D virtual environment where users can explore and interact with objects, providing a strong sense of 3D awareness. VR technology enables the participant to be immersed in a digital environment, where the user activates two of his five senses and feels physically present in another location representing real or fictional spaces (Sarkady, Neuburger and Egger, 2021). Virtual reality (VR) can be a powerful tool for destination marketing in the tourism industry. VR technology allows potential tourists to experience a destination before they book a trip, which can help them make more informed decisions about where to travel. Additionally, VR can be used to create immersive and engaging marketing campaigns that showcase the unique features and attractions of a destination. This can include virtual tours of hotels, restaurants, and other local businesses, as well as virtual experiences of outdoor activities, cultural events, and other local attractions. Furthermore, VR has the potential to significantly enhance destination marketing efforts and help attract more visitors to a particular location. The use of VR technology in destination marketing is becoming increasingly prevalent, but there is a lack of research on its specific application in the context of the MENA region. Through a qualitative research method, this study aims to understand how tourism stakeholders in Morocco perceive the possibilities of using VR technologies in destination marketing and how they believe it can be used to attract more tourists to the country. The study also examines the advantages and disadvantages of using VR technology in marketing and advertising in the tourism industry and provides valuable insights into the potential of VR technology in destination marketing, and its specific application in the Moroccan context. It offers an important contribution to the literature on the use of VR technology in the tourism industry and its potential to enhance destination marketing. During the COVID pandemic, virtual tourism became more popular around the world, but it is not just a reaction to the COVID pandemic; it has been and is being developed before (Sarkady, Neuburger and Egger, 2021). There are various activities in virtual tourism in many parts of the travel and tourism industry, driven by technological advances and internet usage around the world and strongly linked to the concept of virtual tourism (Beck, Rainoldi and Egger, 2019). During the COVID pandemic, these types of tourism grew in popularity among the tourism industry around the world; for example, to commemorate the 500th anniversary of Leonardo da Vinci's death in 2019, the Louvre Museum used virtual reality tours. With the rapid advancement of technology, VR has become an increasingly popular tool for destination marketing, allowing for the creation of immersive experiences for potential tourists. However, little research has been conducted on the specific application of VR technology in destination marketing in the context of Morocco. To address this gap in the literature, this study employs a qualitative research method and conducts interviews with a variety of tourism stakeholders in Morocco to gain an understanding of their perceptions and attitudes towards the use of VR technology in destination marketing. The study aims to answer the following research questions: What do tourism stakeholders in Morocco think about the possibilities of using VR technologies in destination marketing? In what ways do tourism stakeholders believe that VR technology can be used to attract more tourists to Morocco? What are the advantages and disadvantages of employing VR technology in marketing and advertising in the tourism industry? The first chapter contains empirical and theoretical studies related to the subject, which in turn supported the results of the study. The second chapter of the study explains the methods that were chosen and used to reach the results of the study. The third chapter is the results part, and it describes the results that the authors reached through the interviews that were carried out. The discussion chapter is the fourth part of the study, and within it, the authors combine the results part with the theoretical background of VR in tourism destination marketing, to see if there is an agreement or contradiction between them 2 LITERATURE REVIEW Digital technologies have contributed to providing great opportunities to develop many different technologies within the tourism industry. In addition, it has influenced the perceptions of visitors who plan their trips through technology, which in turn has contributed to tourism quickly adapting to new developments (Kumar et al., 2015). (Magál and Slivka, 2017) believe that through the continuous development of technology, virtual reality technology is flourishing in the tourism industry and see that the desire to travel and learn about different countries in the world is increasing greatly. In addition, it is necessary for tourism companies to keep pace with the existing digital and technological developments of our time, in order to attract new generations that rely mainly on technology throughout their lives (Magál and Slivka, 2017). (Hojeghan and Esfangareh, 2011) describe that through the use of modern technology and VR technologies in the tourism industry, one can contribute to the development of tourism and take it to another level, also explaining that in this digital age, employment opportunities will increase greatly by applying information technology. (Ying et al., 2022) consider VR technology as a relatively new technology, and note that very extensive research is required before the technology can be introduced and used by DMOs. They also describe that the challenge lies in finding models that lead to the generation and increase of revenues for companies that use VR technology in the long term. (Marasco et al., 2018) present the profits that VR technologies can create in tourism marketing. VR-technician testing before or while travelling both inspires and increases tourists' appreciation of their surroundings. The DMOs that have used VR technology in their marketing have developed and improved their sales (Devasia et al., 2022). 2.1 Applications of VR technologies in tourism industry As the technology becomes more widely used, both the industry and the public are beginning to see the potential that this technology offers for their respective hospitality and tourist industries. VR application areas for hospitality and tourism are currently under development. These increasingly sophisticated technologies are being envisioned and implemented for end-user benefits in the tourism and hospitality industry as a result of the advancements in VR technologies, which continue to impress consumers and investors (Nayyar et al., 2018). These factors will help to define the profile of the VR traveller, illuminate their reasons for selecting a destination virtually, and aid in the strategic marketing of travel destinations. All parties concerned must simultaneously take into account the following factors (Oncioiu and Priescu, 2022): (1) Property rights are influenced by political, economic, and sociocultural factors; (2) Sociocultural factors look at consumer and tourist behaviour and market trends; (3) Economic factors influence business model changes. VR can be used as an attractive standalone tourism product, especially in theme parks,museums and art galleries, VR technologies can provide visitors with an interactive experience, increase participation, and stimulate learning and understanding (Carrozzino and Bergamasco, 2010). Several institutions have already started offering online virtual tours for tourists,...