Comparing the Effects of a 2D Video to a Multisensory Video on a Destination Image – Case Study of Dubai
Laukkanen, Essi; Johansson, Katja (2017)
Laukkanen, Essi
Johansson, Katja
Haaga-Helia ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017121321115
https://urn.fi/URN:NBN:fi:amk-2017121321115
Tiivistelmä
Tourism industry is moving away from offering just services and focusing more on creating experiences. With this in mind, the ways of marketing are changing as well, and the industry needs to find more innovative ways in communicating their messages to consumers. National Tourism Organisations have traditionally had an essential role in promoting their destinations and increasing the income gained through tourism. They also have their vision for the destina-tions’ image and design their marketing efforts accordingly.
In this Bachelor’s thesis, the focus is on two areas: multisensory marketing video and destina-tion image. Dubai was selected as the research destination since it relies heavily on tourism and has an active National Tourism Organisation, Visit Dubai.
A research was carried out to find out whether seeing a marketing video of Dubai in a multi-sensory setting has any affect on the eagerness to travel there compared to watching the same video from a traditional 2D computer screen. The multisensory marketing video was placed in The Box laboratory at Haaga-Helia’s campus. Another aim for the research was to answer whether the image pursued by Visit Dubai matched with the one general public has of it.
The findings concluded that The Box setting increased the eagerness to travel to Dubai more as well as increasing the overall interest to travel compared to a 2D screen. The image pur-sued by Visit Dubai correlated in the sense that people link skyscrapers, sun and luxury to Dubai. Differences occurred in Islam and oil industry, both of which people connect to Dubai but aren’t mentioned in Visit Dubai’s marketing efforts.
The thesis is divided into theoretical framework and research sections. The theoretical part provides the reader with background information about the most essential subjects, such as destination image and marketing, experiences and virtual reality. In the research part, the focus is on the quantitative research method and the results generated through the process.
In this Bachelor’s thesis, the focus is on two areas: multisensory marketing video and destina-tion image. Dubai was selected as the research destination since it relies heavily on tourism and has an active National Tourism Organisation, Visit Dubai.
A research was carried out to find out whether seeing a marketing video of Dubai in a multi-sensory setting has any affect on the eagerness to travel there compared to watching the same video from a traditional 2D computer screen. The multisensory marketing video was placed in The Box laboratory at Haaga-Helia’s campus. Another aim for the research was to answer whether the image pursued by Visit Dubai matched with the one general public has of it.
The findings concluded that The Box setting increased the eagerness to travel to Dubai more as well as increasing the overall interest to travel compared to a 2D screen. The image pur-sued by Visit Dubai correlated in the sense that people link skyscrapers, sun and luxury to Dubai. Differences occurred in Islam and oil industry, both of which people connect to Dubai but aren’t mentioned in Visit Dubai’s marketing efforts.
The thesis is divided into theoretical framework and research sections. The theoretical part provides the reader with background information about the most essential subjects, such as destination image and marketing, experiences and virtual reality. In the research part, the focus is on the quantitative research method and the results generated through the process.