Virtual Reality Tour of a UNESCO Site: A Promotional Attraction or a Substitute? The Case of the Lascaux Cave (France) - Archive ouverte HAL Accéder directement au contenu
Communication Dans Un Congrès Année : 2024

Virtual Reality Tour of a UNESCO Site: A Promotional Attraction or a Substitute? The Case of the Lascaux Cave (France)

Résumé

This ongoing research proposes an evaluation of the impact of 360° virtual reality tour on intention to visit the real site. The specific case of the French Lascaux cave is presented. Based on an extended Rahimizhian et al. 2020 model we test the consumer reaction and propose initial results. An experiment was carried out with 136 consumers aged between 35 and 52. Initial results show the importance of the perceived enjoyment and experience in VR. The intention to visit is significant, but the sample does not allow us to conclude on the distance variable between the place of residence and the tourist site.
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Dates et versions

hal-04583746 , version 1 (22-05-2024)

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  • HAL Id : hal-04583746 , version 1

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Stéphane Bourliataux-Lajoinie, Marie-France Gauthier-Peiro, Koffi Selom Agbokanzo, Bruno Mazières. Virtual Reality Tour of a UNESCO Site: A Promotional Attraction or a Substitute? The Case of the Lascaux Cave (France). 53rd Annual Conference of the European Marketing Academy (EMAC 2024), European Marketing Academy; Bucharest University of Economic Studies, May 2024, Bucarest, Romania. ⟨hal-04583746⟩
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