Exploring the impact of virtual reality (VR) and augmented reality (AR) in travel industry : case study: company X immersive travel initiatives
Nguyen, Huu Thien (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025060520816
https://urn.fi/URN:NBN:fi:amk-2025060520816
Tiivistelmä
Over the last few years, the incorporation of immersive technologies like Virtual Reality (VR) and Augmented Reality (AR) has begun to reshape the travel and tourism industry. However, their actual applicability in terms of customer experience, service quality, and technology usage remains unexplored. This thesis analyses the impacts of VR/AR on tourist behaviour and satisfaction concerning the immersive travel initiatives by Company X. The main research focuses on how companies can use these technologies to meet expectations from customers, and drive innovation in tourism services.
The study utilized mixed methods by conducting a desk research for the case study of Company X and collecting quantitative data through a survey to 30 participants. This study was structured around three concepts: TAM, the Experience Economy, and the SERVQUAL model. Participants' perceptions of AR/VR were evaluated concerning its usefulness, ease of use, emotional engagement, service quality, and expectations.
The results indicate that although users consider AR/VR technology to help engage them emotionally and useful in pre-travel planning, most of them have usability problems with limited exposure to such tools during travel. Users were especially interested in personalized experiences, real-time AR navigation, deep-dive education on sustainability, and cultural learning. However, the findings emphasise the lack of services in the industry to meet the expectations of the users and highlight the great need and prospects for the use of AR VR where user-centered design principles and accessibility are prioritized.
The study utilized mixed methods by conducting a desk research for the case study of Company X and collecting quantitative data through a survey to 30 participants. This study was structured around three concepts: TAM, the Experience Economy, and the SERVQUAL model. Participants' perceptions of AR/VR were evaluated concerning its usefulness, ease of use, emotional engagement, service quality, and expectations.
The results indicate that although users consider AR/VR technology to help engage them emotionally and useful in pre-travel planning, most of them have usability problems with limited exposure to such tools during travel. Users were especially interested in personalized experiences, real-time AR navigation, deep-dive education on sustainability, and cultural learning. However, the findings emphasise the lack of services in the industry to meet the expectations of the users and highlight the great need and prospects for the use of AR VR where user-centered design principles and accessibility are prioritized.