The effect of VR readiness on place image factors

Abstract

THE AIMS OF THE PAPER

The present study focuses on the relationship of stages of the attitude toward virtual tourism (interest, preference, substitution) considered as VR readiness and development of place image, thus the way VR affects the development of the picture about a place in an individual. The study basically analyses the impacts of the virtual openness to the formation of the place image, the way of its effects and the possible ability of influencing its formation.

METHODOLOGY

Research works with the results of a representative online survey, it uses variance based (PLS-SEM) structural equitation modelling, and develops a model as well as suggests practical implications.

MOST IMPORTANT RESULTS

Results show that out of the created factors virtual openness has less direct impact on the personal confidence or on the social confidence but indirectly it possesses an influencing power on the formation of the personal confidence about the given place. Since such elements take place among the external factors which are considered by place marketing for to be adequate brand building, we can conclude that the virtual tools in place marketing should be applied along them, since in this way we can take advantage of the trend of virtuality and also of that the picture about the places is indirectly connected with the travel decision of the individual. The researched character strengths appropriating another implication since the strongest connection is among the external orientation and the social confidence so if we use the elements of the external orientation by the virtual technologies in order to influence image creation, we can focus on the forming of the social confidences as well which can also form to own confidence with time combining the rational, evident judgement with the elements also having an impact on the emotional level.

RECOMMENDATIONS

The actual trends in tourism highlight such social and technological trends and changes which integration is inevitable in the sector, nevertheless it is to be considered on which areas these applications should be applied, in what aspects could they affect the individual. Namely, virtual tourism can even endanger some traditional forms of tourism, but it could also be a modern and effective marketing tool, in place marketing activities for example.

Acknowledgements: The research was financed by the EFOP-3.6.1-16-2016-00004 Comprehensive Development for Implementing Smart Specialization Strategies at the University of Pécs” project, and the Higher Education Institutional Excellence Programme of the Ministry of Human Capacities in Hungary, within the framework of the 4th thematic programme „Enhancing the Role of Domestic Companies in the Reindustrialization of Hungary” of the University of Pécs (reference number of the contract: 20765-3/2018/FEKUTSTRAT).