Virtual reality in Douro tourism: an innovative approach to digital marketing
DOI:
https://doi.org/10.29352/mill0219e.41092Keywords:
virtual reality; digital marketing; immersive tourism; innovation; DouroAbstract
Introduction: Tourism in the Douro requires innovative strategies to strengthen its competitiveness. Virtual Reality (VR) emerges as an immersive technology with high potential for digital marketing, enabling visitors to explore destinations before their physical trip. This study, grounded in the Technology-Organization-Environment (TOE) Theory, examines the adoption of VR as a tool to promote the region’s tourism offer.
Objective: To assess the perceptions of Douro tourism stakeholders regarding VR, identifying challenges, opportunities, and expected impacts on destination promotion, as well as the technological, organisational, and environmental factors that influence its adoption.
Methods: A qualitative approach was applied through semi-structured interviews with seven tourism stakeholders, including representatives of wine estates, travel agencies, local accommodation, and hotel units. Interviews were conducted between May and July 2024 and analysed using content analysis with Nvivo software.
Results: Participants recognise that VR can enhance the Douro’s attractiveness, diversify the tourism offer, and reinforce the region’s cultural identity. However, they highlight barriers such as high implementation costs, infrastructure limitations, and the need for technical training.
Conclusion: This study contributes to the literature on tourism innovation by demonstrating how technological, organisational, and environmental factors condition VR adoption. The findings provide recommendations for public policies to foster digitalisation, professional training, and pilot projects that support the sustainable implementation of VR in wine tourism.
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