VIRTUAL REALITY AS A SUSTAINABLE MARKETING TOOL: ANALYZING SWISS CONTEXT

La réalité virtuelle en tant qu'outil de marketing durable du territoire: Analyse du contexte suisse

Julia Wirth (julia.wirth@he-arc.ch) and Marina Shilina (marina.shilina@gmail.com)
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Julia Wirth: Haute école de gestion - HEG, ARC, HES-SO - Haute École spécialisée de Suisse occidentale = HES-SO University of Applied Sciences and Arts Western Switzerland = Fachhochschule Westschweiz [Schweiz]
Marina Shilina: PRUE - Plekhanov Russian University of Economics [Moscow]

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Abstract: Faced with environmental challenges, researchers and marketing practitioners are increasingly looking for solutions to address sustainable development issues. Theory and practice related to virtual reality projects in the sustainable marketing of territories are developing. For the first time, this article explores this issue through a literature review, combined with a corpus of twelve semi-structured interviews with VR Switzerland visits project managers. The results highlight the role that VR circuits can play in the sustainable consumption of the territory. While the majority of project managers do not yet integrate sustainability issues into the thinking behind their VR projects, a minority are successfully using it to promote sustainable behaviours, which consistent with the theorists' findings.

Keywords: sustainable marketing; territorial promotion; virtual reality; sustainable behavior; marketing durable; promotion territoriale; réalité virtuelle; comportement durable (search for similar items in EconPapers)
Date: 2023-05-10
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Published in 39ème Congrès international de l'Association Française du Marketing (AFM), Association Française du Marketing (AFM), May 2023, Vannes, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04123678

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