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The study aims to propose and develop a model to measure the customer perception toward promotional videos created using Augmented Reality (AR) and Virtual Reality (VR) technologies to promote tourism places. Using judgment sampling, 400 tourists were chosen, all of whom had visited various tourist spots in Visakhapatnam and had seen at least two promotional movies highlighting various tourist attractions using AR/VR technology. A properly written questionnaire was produced ahead of time to gather visitors’ perception for the qualities of augmented and virtual reality advertising attempts. The study revealed that passengers expect full information and appropriate motivation from digital marketing efforts that promote specific tourist locations using Augmented Reality and Virtual Reality. Furthermore, visitors anticipate high-quality visual and audio features in digital advertising materials for tourist destinations, with the goal of improving the entire customer experience and inspiring future visits.

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Measuring Customer Perception on Promotion of Tourism Destinations Using AR and VR Applications: Model Testing and Validation

  • 会议论文

  • 发表日期：

    2025年

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  • V. V. Devi Prasad Kotni,
  • Mahendra Reddy Bogala,
  • Gowri Lakshmi Vanapalli,
  • K. V. Nagaraj,
  • Somasekhar Nitcherla,
  • Rajesh Vemula

摘要

The study aims to propose and develop a model to measure the customer perception toward promotional videos created using Augmented Reality (AR) and Virtual Reality (VR) technologies to promote tourism places. Using judgment sampling, 400 tourists were chosen, all of whom had visited various tourist spots in Visakhapatnam and had seen at least two promotional movies highlighting various tourist attractions using AR/VR technology. A properly written questionnaire was produced ahead of time to gather visitors’ perception for the qualities of augmented and virtual reality advertising attempts. The study revealed that passengers expect full information and appropriate motivation from digital marketing efforts that promote specific tourist locations using Augmented Reality and Virtual Reality. Furthermore, visitors anticipate high-quality visual and audio features in digital advertising materials for tourist destinations, with the goal of improving the entire customer experience and inspiring future visits.