Exploring virtual reality as a digital marketing tool: perceptions of tourism stakeholders

Purpose Virtual reality (VR) has been referenced as a promising technology for interacting with tourists and companies in the sector. However, little is known about the perception of industry stakeholders regarding this technology and their intention to use it for tourism purposes. This study aimed to explore the perceptions of a group of tourism stakeholders about using VR, focusing on their views on the intentions to use the technology for promotional objectives. Design/methodology/approach Based on a qualitative data analysis approach, 20 individual interviews were conducted, allowing an in-depth analysis of the perceptions and determinants that may influence the implementation of VR in the sector. Findings The results revealed that the intention to use VR in tourism as a marketing tool is strongly driven by the perception of its usefulness. In addition, the level of knowledge about the application of VR in tourism plays a crucial role in the decision to adopt it. The experience with the impact of COVID-19 on the sector also contributed to an increased intention to use VR, as did positive attitudes towards the technology and a willingness to invest in new tools. Originality/value This study significantly contributes to bridging the knowledge gap regarding the application of VR in tourism as a marketing tool, providing relevant insights to market players. By exploring stakeholders’ perceptions, this study offers an in-depth qualitative perspective on the key factors influencing the use of VR in tourism, highlighting its potential to innovate how tourists access tourism content while driving the sector’s digital transition.