An Empirical Study of Virtual Tour Experience in Tourism Context

Suzana Marković- University of Rijeka, Faculty of Tourism and Hospitality Management, Primorska 42, p. p. 97, 51410 Opatija, Croatia

Sanja Raspor Janković – University of Rijeka, Faculty of Tourism and Hospitality Management, Primorska 42, p. p. 97, 51410 Opatija, Croatia

Suzana Bareša – University of Rijeka, Faculty of Tourism and Hospitality Management, Primorska 42, p. p. 97, 51410 Opatija, Croatia

Abstract: Technologies like virtual reality have the potential to create new ways of interaction between tourists and different tourist attractions. In this context, virtual tours can emerge as an innovative promotional tool that offers immersive experiences and provides a comprehensive understanding of a particular destination. This study aims to examine experience factors that influence satisfaction with virtual tours in several tourism sectors, namely, museums, national and nature parks, and tourism destinations. To measure variables in the research model, previously vali- dated scales from the literature were adopted. Data was collected using an online questionnaire and analyzed with descriptive and multiple regression analyses. The results reveal the significant impact of virtual tour experience on satisfaction, explaining how virtual tour features can enhance satisfaction with presented virtual content. Therefore, these results can benefit both academics and practitioners, by extending the present knowledge of virtual tour experience and measurement.

10th International Scientific Conference ERAZ 2024 – Conference Proceedings: KNOWLEDGE BASED SUSTAINABLE DEVELOPMENT,  hybrid – online, virtually and in person, Lisbon, Portugal, June 6, 2024

ERAZ Conference Proceedings published by: Association of Economists and Managers of the Balkans – Belgrade, Serbia

ERAZ conference partners: Faculty of Logistics, University of Maribor, Maribor (Slovenia); University of National and World Economy – UNWE, Sofia (Bulgaria); Center for Political Research and Documentation (KEPET), Research Laboratory of the Department of Political Science of University of Crete (Greece); Institute of Public Finance – Zagreb (Croatia); Faculty of Tourism and Hospitality Ohrid, University of St. Kliment Ohridski from Bitola (North Macedonia)

ERAZ Conference 2024 Conference Proceedings: ISBN 978-86-80194-86-8, ISSN 2683-5568,

DOI: https://doi.org/10.31410/ERAZ.2024

Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission. 

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