Memories of tourism brands in virtual reality

[en] In three studies (a lab experiment, a field experiment, and a qualitative study), this research investigates memories formed by tourism brand experiences in VR. Specifically, this work establishes to what extent tourism brand experiences in VR are remembered by consumers as direct brand interactions, why and how VR experiences affect memories, and to what extent the episodic and semantic memories of the tourism brand are formed in VR. Moreover, using a bespoke VR environment and adopting a longitudinal approach, this study evidences how accuracy and confidence in episodic and semantic memories of a tourism brand formed in VR evolve over time. Theoretical and managerial implications are considered.

Disciplines :

Marketing

Author, co-author :

Kostyk, Alena

Cowan, Kirsten; University of Edinburgh [GB] > Marketing

Dessart, Laurence ; Université de Liège - ULiège > HEC Liège : UER > UER Management : Marketing et intelligence stratégique

Schyns, Michael ; Université de Liège - ULiège > HEC Liège : UER > UER Opérations : Informatique de gestion

Language :

English

Title :

Memories of tourism brands in virtual reality

Publication date :

2024

Journal title :

Annals of Tourism Research: A Social Sciences Journal

ISSN :

0160-7383

eISSN :

1873-7722

Publisher :

Elsevier, New-York, United States - New York

Volume :

109

Peer reviewed :

Peer Reviewed verified by ORBi

Tags :

HEC-Digital-Transformation

Funding text :

This research was supported by funding from the Adam Smith Business School Research Reinvigoration scheme 21/22

Available on ORBi :

since 26 August 2024

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