The Effect of Brochure and Virtual Reality Goggles on Purchasing Intention in Destination Marketing
| Autor: | Yasar Sari, Ali Doğantekin, İlker Kiliç |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2021 |
| Předmět: |
Geography (General)
destination marketing Otelcilik Konaklama Spor ve Turizm Advertising Development Virtual reality Purchasing TX901-946.5 Destination marketing Destination Marketing Virtual Reality Behavioral Intention Brochure Hospitality Leisure Sport and Tourism Tourism Leisure and Hospitality Management brochure behavioral intention virtual reality G1-922 Brochure Psychology Hospitality industry. Hotels clubs restaurants etc. Food service |
| Zdroj: | Advances in Hospitality and Tourism Research, Vol 9, Iss 2, Pp 313-340 (2021) Volume: 9, Issue: 2 313-340 Advances in Hospitality and Tourism Research (AHTR) |
| ISSN: | 2148-7316 2147-9100 |
| Popis: | The aim of this research is to reveal the effects of brochures and virtual reality, which are among the promotional tools in destination marketing, on the purchasing intention and compare the results of these two promotional tools. The theoretical background of the research was established within the framework of the Theory of Planned Behavior (TPB). 120 potential tourists living in Eskişehir who intend to go on holiday, have been reached during the implementation phase of the research. Two questionnaires, i.e. the brochure involvement and virtual reality involvement questionnaires, were obtained from the participants. The data were analyzed through Smart PLS v.3.2.7. Research findings demonstrate that virtual reality is more successful in the perceived service quality and product attitude development. However, the effect of the brochure on the development of advertising attitudes is higher. Some suggestions are presented in line with the results of the research. |
| Databáze: | OpenAIRE |
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