HEC-Ecole de gestion de l'Université de Liège
HEC-Ecole de gestion de l'Université de Liège

The impact of implementing virtual reality on the customer experience of travel companies.

Majid, Salma ULiège
Promotor(s) : Dessart, Laurence ULiège
Date of defense : 17-Jan-2024/26-Jan-2024 • Permalink :
Title : The impact of implementing virtual reality on the customer experience of travel companies.
Translated title : [fr] L'impact de la mise en œuvre de la réalité virtuelle sur l'expérience client des entreprises de voyage.
Author : Majid, Salma ULiège
Date of defense  : 17-Jan-2024/26-Jan-2024
Advisor(s) : Dessart, Laurence ULiège
Committee's member(s) : Schyns, Michael ULiège
Language : English
Number of pages : 58
Keywords : [en] Virtual reality
[en] customer experience
[en] customer
[en] travel companies
[en] tourism
Discipline(s) : Business & economic sciences > Marketing
Target public : Researchers
Professionals of domain
General public
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion, à finalité spécialisée en international strategic marketing
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège


[en] In an age dominated by technological integration into our daily existence, businesses are compelled to reevaluate their strategies, embracing innovative approaches to engage customers. Virtual reality emerges as a potent force in this transformation, particularly in the field of marketing where it seamlessly integrates promotional and communication methods into virtual environments. This not only ensures objective assessments but also enhances ecological validity. Moreover, the hospitality sector stands to gain significantly from virtual reality, as it presents limitless opportunities for service providers. By harnessing this technology, companies can refine targeting methods and unlock novel avenues for tourists to explore, thereby reshaping the landscape of customer experiences.
In this regard, this research investigates the impact of implementing virtual reality in the pre-purchase phase on the customer experience of travel companies. Through quantitative research, the study aims to comprehend the impact of engaging in a virtual reality experience showcasing a particular destination. It seeks to evaluate how this virtual reality encounter influences a positive attitude towards the destination and subsequently impacts the traveller's intentions to book a trip. The investigation systematically tests various components of virtual reality to discern their effects on end users, providing insights into the potential of virtual reality to redefine perspectives for both tourists and travel brands.



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  • Majid, Salma ULiège Université de Liège > Master sc. gest., fin. spéc. int. strat. mark.


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