Innovative Tourism Marketing: The Impact of Virtual Reality on Travel Intentions

This study explores the potential of innovative tourism marketing by investigating how VR, and the Metaverse can provide challenges and opportunities for decision-making and promoting destination development. The research employed a descriptive qualitative approach to explore how VR environments influence the development of digital marketing in tourism destinations. This method aimed to capture perceptions and behaviors within their natural context, informed by a review of existing literature. From the initial collection of 223 research articles, only 13 studies were included in the meta-synthesis after the selection process. The findings that VR, and the Metaverse can indeed be powerful tools for digital marketing, offering transformative potential for marketing tourism destinations. They can create immersive and engaging experiences that attract and retain tourists, thereby enhancing the overall appeal and competitiveness of destinations. However, the implementation of VR, and Metaverse technologies presents challenges, including the need for substantial investment in technology infrastructure. Despite these here are opportunities, such as the ability to interactive experiences, improve accessibility through virtual tours.