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