“Prova på semestern innan du köper den”: En kvalitativ studie om konsumenters attityd till marknadsföring av turism med VR-teknik
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE credits
Student thesis
Abstract [en]
The purpose of this study was to examine the attitude of potential customers towards marketing of tourism through virtual reality. Since it is considered a risk to purchase a service it was interesting to see if the implementation of VR could lower the uncertainty. The study was conducted through a qualitative methodology consisting of 15 user tests. The result shows that the market has a positive attitude towards the marketing method since it was considered an exciting way to get information and gave a more honest image of the destination. It was more appreciated to experience a hotel in VR than a destination. However, VR-marketing was not considered necessary but rather a pleasant complement. The result of the study led to a few recommendations to any touristic company aiming to produce a VR-video for marketing purposes.
Place, publisher, year, edition, pages
2018. , p. 39
Keywords [sv]
virtual reality, VR, tourism, marketing, consumer attitudes
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:sh:diva-36098OAI: oai:DiVA.org:sh-36098DiVA, id: diva2:1239898
Subject / course
Tourism Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
2018-08-202018-08-192018-08-20Bibliographically approved