Tourism industry begins to implement the virtual reality to attract the consumer
The virtual reality is one of the new technologies with biggest aptitude to change the habits of consumption, which is well-known for the big economic sectors.
There are two things that make the virtual reality special for the marketing. On one hand, it provides a capacity of physical dip that isolates us from outside and it makes that all our senses focus themselves in what we are perceiving. On the other hand, it has a great emotional component, which it allows us to understand in a tangible way all the products. Show contents across visual and auditory dimensions promotes a largest agreement from the user with regard to other conventional options.
A clear example is the industry of the tourism, which benefits from the opportunities that this tool contributes in a sector that must face the challenge of selling intangible assets, much more difficult to perceive and quantify. On having implemented the virtual reality in his strategy of marketing, the vacation destinations have a substantial influence during the whole process of search information, and specially in the moment of capture the decisions of the customers.
With virtual reality the tourists can experience the destination, his environment and thrill in advance. In this way, they can acquire with better detail the image of their destination and a few much more realistic expectations of his visit, because a thing is that in the agency they show beach photos to us with crystalline waters and white sand and other one is to be surrounded with this landscape while we are listening to the noise of the water and the gulls.
Recently, a group of investigation of the University Fachhochschule, in Salzburg, realized an experiment in which there was compared a promotional video recorded in 360 degrees, of Dubrovnik with tourist conventional material. In concrete, the video was compared with a tourist leaflet of the Croatian city, designed by the equipment, which haved the same information that the video. The study revealed that the visualization inmersiva was waking up up to 67 more % the desire to visit the place, which demonstrates the degree of benefit that can reach to the commercialization of destination.
Another example is the developed for the chain Hoteles Marriot, which has implemented an experience for Oculus Rift who allows to travel virtually, without doing the suitcase or reserving a ticket plane, to the different destinations where the company has presence. In this way, the potential client can walk along Maui’s beach or observe the views of an apartment in the Tower 42 in London and decide which will be his next destination.
Therefore, virtual reality can play a very important paper in the process of capture of decisions, increasing the desire of purchase of a tourist product. To offer more realistic expectations of the destination to the spectator and to allow him to explore and try out in an interactive way the environment or the hotel improves enormously the positive perception towards the owners. Some studies confirm that all those senses are involved in the promotional material, the possibilities of acquiring new clients are bigger. Due to this , the information provided by the virtual reality is, nowadays, the most effective way you can resort.