Riverland on the Verge: Promoting International Wine Tourism Through Virtual Reality in Riverland, South Australia

Bora Qesja () and Susan E. P. Bastian
Additional contact information
Bora Qesja: Australian Institute of Business
Susan E. P. Bastian: The University of Adelaide

A chapter in Technology Advances and Innovation in Wine Tourism, 2023, pp 115-134 from Springer

Abstract: Abstract Wine tourism is a fast-growing industry that can be particularly important to the development and sustainability of rural areas such as the Riverland wine region in South Australia. Capitalising on this growth can be quite difficult as wine regions struggle to differentiate themselves, and attract tourists due to the lack of consumer awareness of the region and inherent feelings of uncertainty and risks faced when selecting and paying for a destination before pre-experiencing it. Successful promotion of a wine region should enhance tourist knowledge of the region, mitigate perceptions of risk, improve attitudes towards the region and increase involvement. To tackle this challenge and promote international tourism, a Riverland wine region virtual reality experience was created that simulates the reality of the tourism destination and its attractions in order to enable potential tourists to pre-taste and learn about a destination before committing to visit. Virtual reality is proposed to provide a new approach to wine tourism destination marketing.

Keywords: Virtual reality; Marketing; Experiences; International; Wine tourism; Riverland; South Australia (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-19-8277-4_8

Ordering information: This item can be ordered from
http://www.springer.com/9789811982774

DOI: 10.1007/978-981-19-8277-4_8

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().