تکنولوژی واقعیت مجازی در بازاریابی مقاصد گردشگری

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 کارشناس ارشد، گروه مدیریت بازاریابی، دانشکده اقتصاد و علوم اجتماعی، دانشگاه شهید چمران اهواز، اهواز، ایران.

2 استادیار، گروه مدیریت، دانشکده اقتصاد و علوم اجتماعی، دانشگاه شهید چمران اهواز، اهواز، ایران.

چکیده

هدف: امروزه صنعت روبه‌رشد گردشگری با ظهور تکنولوژی‌های نوین تغییرات شگرفی را تجربه می‌کند. واقعیت مجازی، یکی از تکنولوژی‌های برخاسته از ICT این قابلیت را دارد که برای گردشگران بالقوه تجربه بسیار تعاملی‌ای را رقم زند و آنها را به بازدید واقعی از مقاصد در آینده ترغیب کند. این پژوهش با هدف بررسی تأثیرهای تکنولوژی واقعیت مجازی بر نیات رفتاری گردشگران و تصویر مقصد گردشگری اجرا شده است.
روش: نمونه این پژوهش، 267 نفر بازدیدکننده از سه جاذبه گردشگری استان خوزستان، از طریق فیلم‌های 360 درجه واقعیت مجازی است. به‌منظور جمع‌آوری داده‌های پژوهش، از پرسش‌نامه آنلاین و روش نمونه‌گیری در دسترس استفاده شد. پایایی و روایی سازه‌های پژوهش با استفاده از ضریب آلفای کرونباخ و میانگین واریانس استخراجی به تأیید رسید. فرضیه‌های پژوهش نیز به‌کمک نرم‌افزار اسمارت پی‌ال‌اس3 بررسی شدند.
یافته‌ها: نتایج پژوهش نشان می‌دهد که متغیرهای حس حضور و تجربه زیبایی‌شناسی بر رضایت از واقعیت مجازی به‌طور مثبت و معنادار مؤثر است، رضایت از واقعیت مجازی بر درگیری رفتاری تأثیر مثبت و معنادار می‌گذارد و درگیری رفتاری نیز بر قصد بازدید از مقصد، قصد توصیه شفاهی و تصویر مقصد تأثیر مثبت و معنادار دارد.
نتیجه‌گیری: بر اساس نتایج این پژوهش، تکنولوژی واقعیت مجازی تأثیر مثبتی بر رفتار گردشگران و تصویر مقصد دارد. نتایج این پژوهش می‌تواند برای مدیران و بازاریاب‌های مقاصد گردشگری و همچنین ارائه‌دهندگان خدمات برنامه‌های واقعیت مجازی مفید واقع شود. این تکنولوژی، ابزاری مفیدی برای بازاریابی و برندسازی مقاصد است و می‌تواند گردشگران را به بازدید حقیقی از مقصد در آینده ترغیب کند.

کلیدواژه‌ها

عنوان مقاله [English]

Virtual Reality Technology in Tourism Destination Marketing

نویسندگان [English]

  • Niloufar Hadianfar 1
  • Abdolhadi Darzian Azizi 2
1 MSc., Department of Marketing Management, Faculty of Economic & Social Sciences, Shahid Chamran University of Ahvaz, Ahavz, Iran.
2 Assistant Prof., Department of Management, Faculty of Economic & Social Sciences, Shahid Chamran University of Ahvaz, Ahvaz, Iran.
چکیده [English]

Objective
Given the recession and crises such as the Covid-19 Pandemic, tourism destinations and related businesses are attempting to continue to expose their tourism destinations and capacities to potential tourists. They also aim to encourage them by providing extra facilities to visit these tourism destinations once the crisis is over. Virtual reality technology seems to be an effective instrument for this purpose, which highlights the significance of using this technology in the present situation. Virtual reality is regarded as an ICT-enabled technology with the potential to provide a highly interactive experience for potential tourists and inspire them to visit these destinations in the future. This study aims to investigate the impacts of virtual reality technology on tourists’ behavioral intentions and the image of the tourism destination.
 
Methodology
The present study is descriptive-applied in nature. The required data will be collected using online questionnaire and available sampling method. The statistical population of the study includes all the tourists who usually use various mobile applications for their travels. For this purpose, a 360-degree virtual video from three popular tourism destinations in Khuzestan province were selected. The sample of this research includes 267 visitors. The reliability and validity of the research constructs were confirmed using Cronbach's alpha coefficient and mean extraction variance. Besides, research hypotheses were also tested using Smart-PLS3 software.
 
Findings
The results illustrate that “sense of presence” and “aesthetic experience” are the two the variables with a significantly positive impact on satisfaction with virtual reality. Moreover, satisfaction with virtual reality has a positive and significant effect on behavioral conflict and behavioral conflict has a significantly positive effect on the intention to visit the destination, verbal recommendation, and the destination image.
 
Conclusion
Based on the results of this study, virtual reality technology has a positive effect on tourist behavior and destination image. Accordingly, if virtual reality applications and programs can provide their users with a sense of presence in the scene, a more realistic experience, a more unique instances of aesthetic effects and principles, these users will experience greater satisfaction with the virtual travel experience. While attracting and motivating the users, this can lead to more engagement and interaction with the tourism experience. In addition, the higher the users are engaged with the experience and the more time and energy they spend interacting and participating in the virtual experience, the greater the likelihood of observing behavioral reactions. Therefore, higher engagement with the experience of visiting a destination virtually can help increase their intention to actually visit that destination in the future. Moreover, users who have had a more rewarding experience based on their engagement with the destination, will be more likely to share their experiences with others and recommend them. In addition, such a unique experience of interaction and engagement with the tourism destination and its attractions can creates a more desirable feeling toward the destination and increase the credibility and desirability of the destination. Eventually, it can also help improve the brand image of that tourism destination.

کلیدواژه‌ها [English]

  • Destination marketing
  • Destination image
  • Intention to visit
  • Word of mouth advertisement
  • Virtual reality

مراجع

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مدیریت بازرگانی
دوره 13، شماره 3
1400
صفحه 721-743

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