Journal of Tourismology

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Research Article


DOI :10.26650/jot.2023.9.2.1328025   IUP :10.26650/jot.2023.9.2.1328025    Full Text (PDF)

Strategic E-Value Co-creation through Virtual Reality in the Travel and Tourism Industry of India

Sweety Jamgade, Aditya Jayaprakash

The current need in the travel and tourism industry is to increase the number of walk-ins and drive continuous innovations, focusing on the cocreation of enhanced Virtual Reality (VR) experiences in developing countries. This study analyzed the use of VR in the Indian travel and tourism industry and the perspectives of travelers and travel operators regarding the use of VR as a marketing tool. This study also explores how its applications can enhance customer satisfaction and provide strategic e-value to the Indian travel and tourism industry. The methodology used consisted of a quantitative approach with a systematic literature review in the field of VR, and augmented reality, and an analysis of data collected from two sample groups: travel operators and tourists. The primary data were analyzed using cross-tabs and structural equation modeling. It was noted that the VR trend in the Indian tourism industry is still in its infancy, and the proposed stakeholder engagement will aid the growth of tourism in India. 

Keywords: Virtual Reality, Destination Marketing, Travel Agencies, Travel and Tourism Industry, Cultural Shock

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APA

Jamgade, S., & Jayaprakash, A. (2023). Strategic E-Value Co-creation through Virtual Reality in the Travel and Tourism Industry of India. Journal of Tourismology, 9(2), 113-123. https://doi.org/10.26650/jot.2023.9.2.1328025


AMA

Jamgade S, Jayaprakash A. Strategic E-Value Co-creation through Virtual Reality in the Travel and Tourism Industry of India. Journal of Tourismology. 2023;9(2):113-123. https://doi.org/10.26650/jot.2023.9.2.1328025


ABNT

Jamgade, S.; Jayaprakash, A. Strategic E-Value Co-creation through Virtual Reality in the Travel and Tourism Industry of India. Journal of Tourismology, [Publisher Location], v. 9, n. 2, p. 113-123, 2023.


Chicago: Author-Date Style

Jamgade, Sweety, and Aditya Jayaprakash. 2023. “Strategic E-Value Co-creation through Virtual Reality in the Travel and Tourism Industry of India.” Journal of Tourismology 9, no. 2: 113-123. https://doi.org/10.26650/jot.2023.9.2.1328025


Chicago: Humanities Style

Jamgade, Sweety, and Aditya Jayaprakash. “Strategic E-Value Co-creation through Virtual Reality in the Travel and Tourism Industry of India.” Journal of Tourismology 9, no. 2 (Apr. 2024): 113-123. https://doi.org/10.26650/jot.2023.9.2.1328025


Harvard: Australian Style

Jamgade, S & Jayaprakash, A 2023, 'Strategic E-Value Co-creation through Virtual Reality in the Travel and Tourism Industry of India', Journal of Tourismology, vol. 9, no. 2, pp. 113-123, viewed 27 Apr. 2024, https://doi.org/10.26650/jot.2023.9.2.1328025


Harvard: Author-Date Style

Jamgade, S. and Jayaprakash, A. (2023) ‘Strategic E-Value Co-creation through Virtual Reality in the Travel and Tourism Industry of India’, Journal of Tourismology, 9(2), pp. 113-123. https://doi.org/10.26650/jot.2023.9.2.1328025 (27 Apr. 2024).


MLA

Jamgade, Sweety, and Aditya Jayaprakash. “Strategic E-Value Co-creation through Virtual Reality in the Travel and Tourism Industry of India.” Journal of Tourismology, vol. 9, no. 2, 2023, pp. 113-123. [Database Container], https://doi.org/10.26650/jot.2023.9.2.1328025


Vancouver

Jamgade S, Jayaprakash A. Strategic E-Value Co-creation through Virtual Reality in the Travel and Tourism Industry of India. Journal of Tourismology [Internet]. 27 Apr. 2024 [cited 27 Apr. 2024];9(2):113-123. Available from: https://doi.org/10.26650/jot.2023.9.2.1328025 doi: 10.26650/jot.2023.9.2.1328025


ISNAD

Jamgade, Sweety - Jayaprakash, Aditya. “Strategic E-Value Co-creation through Virtual Reality in the Travel and Tourism Industry of India”. Journal of Tourismology 9/2 (Apr. 2024): 113-123. https://doi.org/10.26650/jot.2023.9.2.1328025



TIMELINE


Submitted16.07.2023
Accepted24.10.2023
Published Online30.12.2023

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