University of South Florida (USF) M3 Publishing


In the information explosion era, consumers are now better informed about different products and services than ever. It becomes increasingly challenging for every marketer to cater to the needs of these “sophisticated” consumers, which is their top priority amid the fierce competition. Capitalizing on its novelty and experiential nature, virtual reality (VR) is one of the latest technologies shown to have been effective in attracting and engaging consumers, particularly in the tourism industry. A complete understanding of the VR technology and its strengths and weaknesses is conducive to a better assessment of the technological tool for marketers to determine the worthiness of an investment in VR marketing. In this book chapter, an introduction of the technical requirements for VR marketing is given in the first section. The 5As customer journey framework and the marketing funnel framework are then illustrated to give the marketers in the hospitality and tourism industry an understanding of how VR can help achieve marketing objectives. A conceptual framework linking VR Marketing Stimuli with VR Experience Dimensions and VR Marketing Outcomes is also introduced, followed by a discussion on the theoretical and practical considerations for VR marketing. Three successful cases are especially included to demonstrate its relevance and growing popularity in the hospitality and tourism industry. Based on the latest VR development, the prospect of applying VR in the industry is reviewed at last.



Recommended Citation

Wong, K.-Y. (2021). Virtual reality marketing in hospitality and tourism. In C. Cobanoglu, S. Dogan, K. Berezina, & G. Collins (Eds.), Advances in Hospitality and Tourism Information Technology (pp. 1–24). USF M3 Publishing. https://www.doi.org/10.5038/9781732127586

Creative Commons License

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial 4.0 License



To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.