Memories of tourism brands in virtual reality

Alena Kostyk*, Kirsten Cowan, Laurence Dessart, Michael Schyns

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

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 languageEnglish
Article number103824
Pages (from-to)1-12
Number of pages12
JournalAnnals of Tourism Research
Volume109
Early online date6 Sept 2024
DOIs
Publication statusPublished - Nov 2024

Keywords / Materials (for Non-textual outputs)

  • brand memories
  • immersive technologies marketing
  • tourism marketing
  • Virtual Reality

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