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Strategic E-Value Co-creation through Virtual Reality in the Travel and Tourism Industry of India

Year 2023, Volume: 9 Issue: 2, 113 - 123, 30.12.2023
https://doi.org/10.26650/jot.2023.9.2.1328025

Abstract

The current need in the travel and tourism industry is to increase the number of walk-ins and drive continuous innovations, focusing on the cocreation of enhanced Virtual Reality (VR) experiences in developing countries. This study analyzed the use of VR in the Indian travel and tourism industry and the perspectives of travelers and travel operators regarding the use of VR as a marketing tool. This study also explores how its applications can enhance customer satisfaction and provide strategic e-value to the Indian travel and tourism industry. The methodology used consisted of a quantitative approach with a systematic literature review in the field of VR, and augmented reality, and an analysis of data collected from two sample groups: travel operators and tourists. The primary data were analyzed using cross-tabs and structural equation modeling. It was noted that the VR trend in the Indian tourism industry is still in its infancy, and the proposed stakeholder engagement will aid the growth of tourism in India.

References

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  • Olya, H. Jung, T.H., Tom Dieck, M.C. et al. (2018). Engaging visitors of science festivals using augmented reality: asymmetrical modelling. Contemporary Hospitality Management, 32(2), 769-796. google scholar
  • Pantano, E., & Servidio, R. (2011). An exploratory study of the role of pervasive environments for promotion of tourism destination. Hospitality and Tourism Technology, 2(1), 50-65. google scholar
  • Papagiannidis, S., Pantano, E., See-To, E. W.K. Dennis, C., Bourlakis, M. (2016). To immerse or not? experimenting with two virtual retail environments. Information Technology & People, 30(1), 163-188. google scholar
  • Penfold P. (2009). Learning through the world of second life—a hospitality and tourism experience”. Travel & Tourism.8(2).139-160. google scholar
  • Pestek, A., & Maida, S. (2021). Virtual reality and modern tourism. Tourism Futures, 7(2), 245-250. google scholar
  • Rainoldi, M., Driescher, V., Lisnevska, A., Zvereva, D., Stavinska, A., Relota, J., & Egger, R. (2018). Virtual reality: an innovative tool in destinations’ marketing. Tourism and Hospitality, 9, 53-68. google scholar
  • Schiopu, A. F., Hornou, R. I., Padurean, M. A., & Nica, A. M. (2021). Virus tinged? exploring the facets of virtual reality use in tourism as a result of the covid-19 pandemic. Telematics and Informatics, (60). google scholar
  • Schubert, T., Friedmann, F., & Regenbrecht, H. (2014). The experience of presence: factor analytic insights. Tele Presence: Tele operators & Virtual Environments, 10(3), 266-281. google scholar
  • Site Minder. (2020). Guest experience in hotels: how to achieve complete customer satisfaction (including covid-19 tips). Retrieved from https://www.siteminder.com/r/trends-advice/hotel-guest-experience/guest-experience-hotels-customer-satisfaction/ google scholar
  • Tussyadiah, I. P., & Marianna, S. (2018). Shareable tourism: tourism marketing in the sharing economy. Travel & Tourism Marketing, 35,1-4. google scholar
  • Urquhart, E. (2019). Technological mediation in the future of experiential tourism. Tourism Futures, 5(20), 120-126. google scholar
  • Vishwakarma, P., Mukerjee, S., & Dutta, B. (2020). Travellers intention to adopt virtual reality: a consumer value perspective. Destination Marketing & Management, 17. google scholar
  • Wei, W. (2019). Research progress on virtual reality (VR) and augmented reality (AR) in tourism and hospitality A critical review of publications from 2000 to 2018. Hospitality and Tourism Technology, 10(4), 539-570. google scholar
  • Yung, R., & Khoo-Lattimore, C. (2017). New realities: a systematic literature review on virtual reality and augmented reality in tourism research. Current Issues in Tourism, 22, 2056-2081. google scholar
Year 2023, Volume: 9 Issue: 2, 113 - 123, 30.12.2023
https://doi.org/10.26650/jot.2023.9.2.1328025

Abstract

References

  • Alexandra, B. (2021). Virtual reality and mixed reality for second chance tourism. Tourism Management, 83, 104-256. google scholar
  • Alix, V. (2019). Digital Rovaniemi: contemporary and future artic tourist experiences. Tourism Futures, 6(1), 6-23. google scholar
  • Amir, N., Majid, H., & Mohammad, F. (2014). Describing the virtual reality and virtual tourist community: applications and implications for tourism industry. Business and Management Review, 3(12),12-23. google scholar
  • Anand, N., Bandana, M., DacNhuong, L., Suseendran, G. (2018). Virtual Reality (VR) & Augmented Reality (AR) technologies for tourism and hospitality industry. Engineering & Technology, 7(21). google scholar
  • Anastasia, M. (2018). How travel businesses can use virtual reality. Jasoren. Retrieved from https://jasoren.com/how-travel-businesses-can-use-virtual-reality/ google scholar
  • Antara, M., & Prameswari, Y. A. (2018). Push and pull factors of tourists visiting the tourism destination of Bali, Indonesia. Tourism and Hospitality Management, 6(1), (112-120). google scholar
  • Bambang Winarko, H., & Husna, A. (2020). The consumer behaviour toward online travelling agency (ota): evidence from Indonesia. Tourism & Hospitality Reviews, 7(1), 20-29. google scholar
  • Beck, J., Rainoldi, M., & Egger, R. (2019), Virtual reality in tourism: a state-of-the-art review. Tourism Review, 74(3), 586-612. google scholar
  • Capriello, A., & Riboldazzi, S. (2021). Exploring service innovation in a network of travel agencies: the Robintur case. Journal of Hospitality and Tourism Technology, 12(1), 58-71. google scholar
  • Cowan, K., & Ketron, S. (2019). Prioritizing marketing research in virtual reality: development of an immersion/fantasy typology. Marketing, 53(8), 1585-1611. google scholar
  • Daniel, G. A. (2010). Virtual reality applications and implications for tourism. Tourism Management, 31(5), 637-651. google scholar
  • Dieck, T., D., tom Dieck, M.C., Moorhouse, N., & Jung, T. (2018). Tourists’ virtual reality adoption: an exploratory study from lake district national park UK. Leisure Studies, 3, 371-383. google scholar
  • Disztinger P., Schlögl, S. & Groth, A. (2017). Conference paper on Technology acceptance of virtual reality for travel planning, Conference: ENTER 2017At: Rome, ItalyVolume: Information and Communication Technologies in Tourism, 255-268. google scholar
  • Erdem, A., Barakazi, M., & Şeker, F. (2023). The effect of attitude and acceptability of using robots in restaurants on behavioral intention. Journal of Tourismology, 9(1), 1-11. google scholar
  • Grimes, G. (2012). Who popularized the term ’virtual reality’?" How Stuff Works. Retrieved from https://science.howstuffworks.com/innovation/big-thinkers/term-virtual-reality.htm google scholar
  • Herrero, Â., San Martin, H., & Hernandez, J. M. (2015). How online search behaviour is influenced by user-generated content on review websites and hotel interactive websites. Contemporary Hospitality Management, 27(7), 1573-1597. google scholar
  • Jung, T. H., & Tom Dieck, M. C. (2017). Augmented reality, virtual reality and 3d printing for the co-creation of value for the visitor experience at cultural heritage places. Place Management and Development, 10(2), 140-151. google scholar
  • Justus, M. M., Kieti, D. M., & Nthiga, R. W. (2018). The availability of interpretation media and tourists satisfaction with movie induced tourism in Kenya. Tourism & Hospitality Reviews, 5(2), 244-252. google scholar
  • Lakshmi, J., & Rejikumar, G. (2018). A study on the potential benefits of applying virtual reality in travel and tourism for better destination image. Pure and Applied Mathematics, 118(5), 669-672. google scholar
  • Li Pin Lin , Shu Chun Huang, Yao Chun Ho. (2020). Could virtual reality effectively market slow travel in a heritage destination? Tourism Management, 78. google scholar
  • Liberato, P., Alen, E., & Liberato, D. (2018). Smart tourism destination triggers consumer experience: the case of Porto. Management and Business Economics, 27(1), 6-25. google scholar
  • Liest0l, G., Ritter, C. S., & Ibrus, I. (2019). Audio-visual industries and tourism: forms of convergence. Tourism and Hospitality, 165-172. google scholar
  • Liu Y., Chen, R. A., Chris, C., & ZhenJie, H. (2017). Key techniques of virtual reality for the development of digital tourism systems. Social Science and Technology, 17, 125-130. google scholar
  • Lo, W. H., & Cheng, K. L. B. (2020). Does virtual reality attract visitors? the mediating effect of presence on consumer response in virtual reality tourism advertising. Information Technology and Tourism, 22, 537-562. google scholar
  • Moro, S., Rita, P., Ramos, P., & Esmerado, J. (2019). Analysis of recent augmented and virtual reality developments in tourism. Hospitality and Tourism Technology, 10(4), 571-586. google scholar
  • Neuburger, L., Beck, J., & Egger, R. (2018). The ‘Phygital’ tourist experience: the use of augmented and virtual reality in destination marketing. Tourism Planning and Destination Marketing, 2, 183-202. google scholar
  • Olya, H. Jung, T.H., Tom Dieck, M.C. et al. (2018). Engaging visitors of science festivals using augmented reality: asymmetrical modelling. Contemporary Hospitality Management, 32(2), 769-796. google scholar
  • Pantano, E., & Servidio, R. (2011). An exploratory study of the role of pervasive environments for promotion of tourism destination. Hospitality and Tourism Technology, 2(1), 50-65. google scholar
  • Papagiannidis, S., Pantano, E., See-To, E. W.K. Dennis, C., Bourlakis, M. (2016). To immerse or not? experimenting with two virtual retail environments. Information Technology & People, 30(1), 163-188. google scholar
  • Penfold P. (2009). Learning through the world of second life—a hospitality and tourism experience”. Travel & Tourism.8(2).139-160. google scholar
  • Pestek, A., & Maida, S. (2021). Virtual reality and modern tourism. Tourism Futures, 7(2), 245-250. google scholar
  • Rainoldi, M., Driescher, V., Lisnevska, A., Zvereva, D., Stavinska, A., Relota, J., & Egger, R. (2018). Virtual reality: an innovative tool in destinations’ marketing. Tourism and Hospitality, 9, 53-68. google scholar
  • Schiopu, A. F., Hornou, R. I., Padurean, M. A., & Nica, A. M. (2021). Virus tinged? exploring the facets of virtual reality use in tourism as a result of the covid-19 pandemic. Telematics and Informatics, (60). google scholar
  • Schubert, T., Friedmann, F., & Regenbrecht, H. (2014). The experience of presence: factor analytic insights. Tele Presence: Tele operators & Virtual Environments, 10(3), 266-281. google scholar
  • Site Minder. (2020). Guest experience in hotels: how to achieve complete customer satisfaction (including covid-19 tips). Retrieved from https://www.siteminder.com/r/trends-advice/hotel-guest-experience/guest-experience-hotels-customer-satisfaction/ google scholar
  • Tussyadiah, I. P., & Marianna, S. (2018). Shareable tourism: tourism marketing in the sharing economy. Travel & Tourism Marketing, 35,1-4. google scholar
  • Urquhart, E. (2019). Technological mediation in the future of experiential tourism. Tourism Futures, 5(20), 120-126. google scholar
  • Vishwakarma, P., Mukerjee, S., & Dutta, B. (2020). Travellers intention to adopt virtual reality: a consumer value perspective. Destination Marketing & Management, 17. google scholar
  • Wei, W. (2019). Research progress on virtual reality (VR) and augmented reality (AR) in tourism and hospitality A critical review of publications from 2000 to 2018. Hospitality and Tourism Technology, 10(4), 539-570. google scholar
  • Yung, R., & Khoo-Lattimore, C. (2017). New realities: a systematic literature review on virtual reality and augmented reality in tourism research. Current Issues in Tourism, 22, 2056-2081. google scholar
There are 40 citations in total.

Details

Primary Language English
Subjects Human Geography (Other)
Journal Section Articles
Authors

Sweety Jamgade 0000-0002-6109-8801

Aditya Jayaprakash 0000-0003-3643-7119

Publication Date December 30, 2023
Submission Date July 16, 2023
Published in Issue Year 2023 Volume: 9 Issue: 2

Cite

APA Jamgade, S., & Jayaprakash, A. (2023). Strategic E-Value Co-creation through Virtual Reality in the Travel and Tourism Industry of India. Journal of Tourismology, 9(2), 113-123. https://doi.org/10.26650/jot.2023.9.2.1328025
AMA Jamgade S, Jayaprakash A. Strategic E-Value Co-creation through Virtual Reality in the Travel and Tourism Industry of India. Journal of Tourismology. December 2023;9(2):113-123. doi:10.26650/jot.2023.9.2.1328025
Chicago Jamgade, Sweety, and Aditya Jayaprakash. “Strategic E-Value Co-Creation through Virtual Reality in the Travel and Tourism Industry of India”. Journal of Tourismology 9, no. 2 (December 2023): 113-23. https://doi.org/10.26650/jot.2023.9.2.1328025.
EndNote Jamgade S, Jayaprakash A (December 1, 2023) Strategic E-Value Co-creation through Virtual Reality in the Travel and Tourism Industry of India. Journal of Tourismology 9 2 113–123.
IEEE S. Jamgade and A. Jayaprakash, “Strategic E-Value Co-creation through Virtual Reality in the Travel and Tourism Industry of India”, Journal of Tourismology, vol. 9, no. 2, pp. 113–123, 2023, doi: 10.26650/jot.2023.9.2.1328025.
ISNAD Jamgade, Sweety - Jayaprakash, Aditya. “Strategic E-Value Co-Creation through Virtual Reality in the Travel and Tourism Industry of India”. Journal of Tourismology 9/2 (December 2023), 113-123. https://doi.org/10.26650/jot.2023.9.2.1328025.
JAMA Jamgade S, Jayaprakash A. Strategic E-Value Co-creation through Virtual Reality in the Travel and Tourism Industry of India. Journal of Tourismology. 2023;9:113–123.
MLA Jamgade, Sweety and Aditya Jayaprakash. “Strategic E-Value Co-Creation through Virtual Reality in the Travel and Tourism Industry of India”. Journal of Tourismology, vol. 9, no. 2, 2023, pp. 113-2, doi:10.26650/jot.2023.9.2.1328025.
Vancouver Jamgade S, Jayaprakash A. Strategic E-Value Co-creation through Virtual Reality in the Travel and Tourism Industry of India. Journal of Tourismology. 2023;9(2):113-2.