Travel Agencies Using Virtual Reality for Non-Travelers: A Research Note

Abstract

This research note aims to highlight the use of virtual reality by travel agencies offering tours for non-travelers. This work examines virtual reality's characteristics and applications in the tourism industry and reviews open-access online information sources to assess the current offerings of travel agencies for non-travelers. Findings suggest that the travel agencies in this study are still in their early stages of offering a low-immersion travel experience without yet providing full-immersion services using VR. However, travel agencies seek to enthuse potential travelers to a specific destination and guarantee the best travel experience, without leaving home. This work argues that virtual travel holds significant potential for growth within travel agencies as an innovative means of supporting individuals who face barriers to physical travel, including, but not limited to, those with disabilities. Additionally, it highlights opportunities for future studies to explore this phenomenon through theoretical frameworks such as Service-Dominant Logic (SDL). However, this research note is just a first step, and further empirical research is needed.

Keywords

• Travel agencies
• Virtual travelers
• Virtual reality
• Non-travelers
• Service-dominant logic

Ethical Statement

No funding was received. The authors declare that no conflict of interest exists.

References

1. Alegro, T., Turnsek, M., Spindler, T., & Petek, V. (2022). Introducing Amazon Explore: a digital giant´s exploration of the virtual tourism experiences. Journal of Tourism Futures, 1-20. DOI:10.1108/JTF-02-2022-0072
2. Aliffia, G.P., & Komaladewi, R. (2021). Halal Friendly Attribute of Muslim Travellers Toward A Non-Muslim Destination. At-Tadbir: jurnal ilmiah manajemen, 5(1), 1-10. DOI: 10.31602/atd.v5i1.3006.
3. Ashaduzzaman, M., Thaichon, P., Weaven, S., Jebarajakirthy, C., Ross, M., Maseeh, H. I., & Hoque, I. (2024). Service-dominant logic and customer engagement based value proposition framework in peer-to-peer accommodation: a two-study approach. Journal of Consumer Behaviour, 23, 3232-3252. DOI: 10.1002/cb.2399
4. Cardoso, C. (2020). The contribution of tourism towards a more sustainable and inclusive society: Key guiding principles in times of crisis. Worldwide Hospitality and Tourism Themes, 12(6), 679–689. DOI:10.1108/WHATT-07-2020-0065.
5. Diekmann, A., & Haukeland, J. (2024). Tourism non-participation – A persistent social welfare issue. Annals of Tourism Research, , 1-5. DOI:103717. 10.1016/j.annals.2023.103717.
6. Discover Live (n/d). Discover Live. Experience Anywhere. Retrieved on June, 2024 from: https://www.discover.live/
7. Hayslip, T.B., Gallarza, M.G., & Andreu, L. (2013). Service-dominant logic and value in tourism management: A qualitative study within Spanish hotels managers. Journal of Business Theory and Practice, 1(2), 304-328. DOI:10.22158/jbtp.v1n2p303
8. Ivanov, S. (2018). Tourism beyond humans – robots, pets, and Teddy bears. Paper presented at the International Scientific Conference “Tourism and Innovations”14-15th September 2018, College of Tourism – Varna, Varna, Bulgaria. Retrieved on June, 2024 from: https://www.academia.edu/38311128/CALL_FOR_PAPERS_Tourism_beyond_humans_robots_pets_and_teddy_bears

9. Jungie, L.,Chunlin, Z., & Sirui, L. (2023). The influence of media types on the presence perception and behavioral intention of virtual tourists: a case study of Sanxingdui heritage site. Journal for Re Attach Therapy and Developmental Diversities, 6(7s), 8-17. Retrieved on June, 2024 from: https://jrtdd.com/index.php/journal/article/view/764
10. Kim, M.J., Lee, C.K., & Jung, T. (2018). Exploring consumer behavior in virtual reality tourism using an extended stimulus-organism-response model. Journal of Travel Research, 59(1), 69-89. DOI:10.1177/0047287518818915
11. Kurniasari, K. K., Ayu, J. P., & Octavanny, V. (2022). Understanding Tourists’ Motivation in Virtual Tour. International Journal of Applied Sciences in Tourism and Events, 6(1), 31-41. DOI: 10.31940/ijaste.v6i1.31-41.
12. Lawton, L. J., & Weaver, D. B. (2009). Travel Agency Threats and Opportunities: The Perspective of Successful Owners. International Journal of Hospitality and Tourism Administration, 10(1), 68–92. DOI: 10.1080/15256480802557283.
13. McCabe, S. (2009). Who Needs a Holiday? Evaluating Social Tourism. Annals of Tourism Research, 36(4), 667–688. DOI: 10.1016/j.annals.2009.06.005.
14. Minnaert, L. (2014). Social tourism participation: The role of tourism inexperience and uncertainty. Tourism Management, 40, 282–289. DOI:10.1016/j.tourman.2013.07.002.
15. Musselwhite, C. (2017). Virtual and imaginative mobility: how do we bring the outside indoors and what happens when mobility is no longer available?. Transport, Travel and Later Life, 10, 197-205. http://dx.doi.org/10.1108/S2044-994120170000010008
16. Ng, T. M., & Chan, C. S. (2020). Investigating film-induced tourism potential: The influence of Korean TV dramas on Hong Kong young adults. Asian Geographer, 37(1), 53-73. https://doi.org/10.1080/10225706.2019.1701506
17. Peng, P., & Jiaying, G. (2024). Analysis of the impact of Service-Dominant Logic on value co-creation in online tourism enterprises. International Journal of Management Science Research, 7(4), 6-9. DOI: 10.53469/ijomsr.2024.07(04).02
18. Pérez Martínez, F. J. (2011). Presente y futuro de la tecnología de la realidad virtual. Creatividad y Sociedad, 16, 1-39. Retrieved on June, 2024 from: https://dialnet.unirioja.es/servlet/articulo?codigo=4208297
19. Pérez, S., Muñoz, A., Stefanoni, M., & Carbonari, D. (2021). Realidad virtual, aprendizaje inmersivo y realidad aumentada: Casos de Estudio en Carreras de Ingeniería. XXIII Workshop de Investigadores en Ciencias de la Computación, Universidad Nacional de Chilecito. 963- 968. ISBN: 978-987-24611-3-3
20. Sigala, M. (2020). Tourism and COVID-19: Impacts and implications for advancing and resetting industry and research. Journal of Business Research, 117(1), 312–321. DOI:10.1016/j.jbusres.2020.06.015.
21. Slevitch, L., Chandrasekera, T., & Sealy, M. D. (2020). Comparison of Virtual Reality Visualizations With Traditional Visualizations in Hotel Settings. Journal of Hospitality & Tourism Research, 46(1), 212–237. DOI:10.1177/1096348020957067
22. St-James, Y., Darveau, J., & Fortin, J. (2017). Immersion in film tourist experiences. Journal of Travel & Tourism Marketing, 35(3), 273–284. https://doi.org/10.1080/10548408.2017.1326362
23. Wang, J., Sun, Y., Zhang, L., Zhang, S., Feng, L., & Morrison, A. M. (2024). Effect of Display Methods on Intentions to Use Virtual Reality in Museum Tourism. Journal of Travel Research, 63(2), 314–334. DOI: 10.1177/00472875231164987
24. World Virtual Tours (n/d). World Virtual Tours. With Professionals. For free. Retrieved on June, 2024 from: https://www.worldvirtualtours.online/
25. Wowzitude (n/d). Wowzitude. Let us bring the world to you. Retrieved on June, 2024 from: https://wowzitude.com/
26. Yuan, A., & Hong, J. (2023). Impacts of Virtual Reality on Tourism Experience and Behavioral Intentions: Moderating Role of Novelty Seeking. Journal of Hospitality & Tourism Research, 48(6), 1067-1080. https://doi.org/10.1177/10963480231171301
27. Zaman, U., Koo, I., Abbasi, S., Raza, S.H., & Qureshi, M.G. (2022). Meet your digital twin in space? profiling international expat´s readiness for metaverse space travel, tech-savviness, COVID-19 travel anxiety, and travel fear of missing out. Sustainability, 14, 1-19. https://doi.org/10.3390/su14116441
28. Zhang, S. N., Li, Y. Q., Ruan, W. Q., & Liu, C. H. (2022). Would you enjoy virtual travel? The characteristics and causes of virtual tourists’ sentiment under the influence of the COVID-19 pandemic. Tourism Management, 88(2). DOI:104429. 10.1016/j.tourman.2021.104429