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Virtual reality, cultural tourism, and visitor experience: a case study

2024-12-10Master thesis Open access
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datacite.subject.fosCiências Sociais
dc.contributor.advisorRafael,, Célia Maria Conceição Salmim
dc.contributor.advisorLopes,, Maria Sofia Fernandes de Pinho
dc.contributor.advisorPires,, Ana Luisa Oliveira Gonçalves
dc.contributor.authorApajalahti, Victoria Teresa
dc.date.accessioned2025-04-02T10:38:04Z
dc.date.available2025-04-02T10:38:04Z
dc.date.issued2024-12-10
dc.description.abstractImmersive technologies, such as virtual reality (VR) and augmented reality (AR) are becoming increasingly popular in the tourism industry. In cultural tourism, these technologies are being used to enhance visitors understanding of history and provide them with more differentiated and innovative experiences. This is particularly important considering people’s growing demand for self-learning, authentic experiences, and meaning-creation in travel. Virtual reality offers different ways to connect and interact with the history and heritage of a destination, opening new possibilities for cultural tourism experiences. This dissertation explores consumers' perspectives about virtual reality products on the visitor experience in cultural tourism through a case study of VR Tours Vienna. VR Tours Vienna is a walking tour in the UNESCO (United Nations Educational, Scientific and Cultural Organisation) protected centre of Vienna, Austria during which the history of the city is experienced through virtual reality. The research aims to understand how tourists perceive the experience of exploring history and culture through VR as part of a walking tour by examining perceived enjoyment, content quality, educational experience, and the reuse intention of VR. A mixed methodology – combination of a statistical analysis of a survey questionnaire and content analysis of online customer reviews were used to receive a holistic understanding of the customer experience. Educational experience, enjoyment, satisfaction with staff and content quality were found to be in the core of a successful experience. The study found positive results to a heightened reuse intention of virtual reality products after the VR experience. These results show that immersive technologies such as VR can be applied in tourist attractions and destinations to optimise tourists’ experience and to increase knowledge about the local history and culture.eng
dc.identifier.tid203931211
dc.identifier.urihttp://hdl.handle.net/10400.8/12741
dc.language.isoeng
dc.rights.uriN/A
dc.subjectVirtual reality
dc.subjectCultural tourism
dc.subjectVisitor experience
dc.subjectImmersive experience
dc.subjectVR Tour
dc.titleVirtual reality, cultural tourism, and visitor experience: a case studyeng
dc.typemaster thesis
dspace.entity.typePublication

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ESTM - Mestrado em Gestão e Sustentabilidade no Turismo