THE EFFECT OF BROCHURE AND VIRTUAL REALITY GOGGLES ON PURCHASING INTENTION IN DESTINATION MARKETING


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KILIÇ İ. , DOĞANTEKİN A. , SARI Y.

ADVANCES IN HOSPITALITY AND TOURISM RESEARCH-AHTR, vol.9, no.2, pp.313-340, 2021 (Journal Indexed in ESCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 9 Issue: 2
  • Publication Date: 2021
  • Doi Number: 10.30519/ahtr.784131
  • Title of Journal : ADVANCES IN HOSPITALITY AND TOURISM RESEARCH-AHTR
  • Page Numbers: pp.313-340
  • Keywords: destination marketing, virtual reality, behavioral intention, brochure, PLANNED BEHAVIOR, SERVICE QUALITY, CONSUMER RESPONSES, TOURISM BROCHURES, INFORMATION, EXPERIENCE, TECHNOLOGY, MEDIATION, TRAVEL, MODEL

Abstract

The aim of this research is to reveal the effects of brochures and virtual reality, which are among the promotional tools in destination marketing, on the purchasing intention and compare the results of these two promotional tools. The theoretical background of the research was established within the framework of the Theory of Planned Behavior (TPB). 120 potential tourists living in Eskisehir who intend to go on holiday, have been reached during the implementation phase of the research. Two questionnaires, i.e. the brochure involvement and virtual reality involvement questionnaires, were obtained from the participants. The data were analyzed through Smart PLS v.3.2.7. Research findings demonstrate that virtual reality is more successful in the perceived service quality and product attitude development. However, the effect of the brochure on the development of advertising attitudes is higher. Some suggestions are presented in line with the results of the research.