Abstract / Description of output
In three studies (a lab experiment, a field experiment, and a qualitative study), this research investigates memories formed by tourism brand experiences in virtual reality. Specifically, this work establishes to what extent episodic and semantic memories from virtual reality tourism brand experiences are formed and retained, and what mechanisms underscore this process. Moreover, using a bespoke virtual environment and adopting a longitudinal approach, this research demonstrates how accuracy and confidence in episodic and semantic memories of a tourism brand formed in virtual reality evolve over time. We discuss how virtual reality tourism brand experience can spur memory pre-, during and post-tourist visit. Theoretical and managerial implications are considered.
Original language | English |
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Article number | 103824 |
Pages (from-to) | 1-12 |
Number of pages | 12 |
Journal | Annals of Tourism Research |
Volume | 109 |
Early online date | 6 Sept 2024 |
DOIs | |
Publication status | Published - Nov 2024 |
Keywords / Materials (for Non-textual outputs)
- brand memories
- immersive technologies marketing
- tourism marketing
- Virtual Reality