An Empirical Study of Virtual Tour Experience in Tourism Context
An Empirical Study of Virtual Tour Experience in Tourism Context

Author(s): Suzana Marković, Sanja Raspor Janković, Suzana Bareša
Subject(s): Social Sciences
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Tourism experience; Virtual reality; Virtual tour experience; Virtual tour satisfaction
Summary/Abstract: Technologies like virtual reality have the potential to create new ways of interaction between tourists and different tourist attractions. In this context, virtual tours can emerge as an innovative promotional tool that offers immersive experiences and provides a comprehensive understanding of a particular destination. This study aims to examine experience factors that influence satisfaction with virtual tours in several tourism sectors, namely, museums, national and nature parks, and tourism destinations. To measure variables in the research model, previously validated scales from the literature were adopted. Data was collected using an online questionnaire and analyzed with descriptive and multiple regression analyses. The results reveal the significant impact of virtual tour experience on satisfaction, explaining how virtual tour features can enhance satisfaction with presented virtual content. Therefore, these results can benefit both academics and practitioners, by extending the present knowledge of virtual tour experience and measurement.

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