2D Virtual Reality Tour of a UNESCO Site: A Promotional Attraction or a Substitute? The Case of the Lascaux Cave (France)

Stéphane Bourliataux-Lajoinie (stephane.bourliataux@lecnam.net), Marie-France Gauthier-Peiro, Koffi Selom Agbokanzo (kagbokanzo@uco.fr) and Bruno Mazières
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Stéphane Bourliataux-Lajoinie: LIRSA - Laboratoire interdisciplinaire de recherche en sciences de l'action - CNAM - Conservatoire National des Arts et Métiers [CNAM]
Marie-France Gauthier-Peiro: CREOP - Centre de Recherches sur l'Entreprise, les Organisations et le Patrimoine - GIO - Gouvernance des Institutions et des Organisations - UNILIM - Université de Limoges
Koffi Selom Agbokanzo: LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - Nantes Univ - IAE Nantes - Nantes Université - Institut d'Administration des Entreprises - Nantes - Nantes Université - pôle Sociétés - Nantes Univ - Nantes Université, EGEI - Éthique et Gouvernance de l’Entreprise et des Institutions - UCO - Université Catholique de l'Ouest
Bruno Mazières: CREOP - Centre de Recherches sur l'Entreprise, les Organisations et le Patrimoine - GIO - Gouvernance des Institutions et des Organisations - UNILIM - Université de Limoges

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Abstract: This ongoing research proposes an evaluation of the impact of 360° virtual reality tour on intention to visit the real site. The specific case of the French Lascaux cave is presented. Based on an extended Rahimizhian et al. 2020 model we test the consumer reaction and propose initial results. An experiment was carried out with 136 consumers aged between 35 and 52. Initial results show the importance of the perceived enjoyment and experience in VR. The intention to visit is significant, but the sample does not allow us to conclude on the distance variable between the place of residence and the tourist site.

Keywords: Appeal product; intention to visit; substitute product; tourism; virtual reality; virtual reality tourism; Intention de visite; produit d'appel; produit de substitution; réalité virtuelle; tourisme (search for similar items in EconPapers)
Date: 2024-05-27
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Published in 53rd Annual Conference of the European Marketing Academy (EMAC 2024), European Marketing Academy; Bucharest University of Economic Studies, May 2024, Bucarest, Romania

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04583746

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