Boosting the pre-purchase experience through virtual reality. Insights from the cruise industry

Abstract

Purpose This study aims to provide an exploratory analysis of the role of virtual reality (VR) in the cruise context as a contribution to the limited literature on this topic. In particular, the research investigates immersive VR as a critical touchpoint at the pre-purchase stage of the customer journey. Design/methodology/approach To achieve the research aims, the authors use a case study approach by analysing the “immersive configurator” (essentially a virtual catalogue) implemented by the Mediterranean Shipping Company (MSC). Findings Three innovative functions emerged from the study of the MSC’s virtual catalogue. First, it improves the customer experience and engagement through its interactivity. Second, it allows customization of the prospective cruise experience by selecting and changing types of ship, the level of service, the position of the cabin and much more. Third, it becomes a new digital marketing system endowed with large amounts of data. Research limitations/implications This study advances the current state of knowledge by presenting an empirical case study on the role of immersive VR at the pre-purchase stage of the customer journey. Second, it offers interesting implications for managers who want to take advantage of the opportunities offered by VR. Originality/value The present study analyses the pre-purchase stage in tourism marketing focused on the use of VR in the tourist experience at the time of service delivery. Second, it enriches the tourism literature by integrating supply-side and demand-side perspectives. Third, from a methodological point of view, this paper offers an in-depth qualitative study in a context where scholars have mostly applied quantitative methods.

Adoption of smart technologies in the cruise tourism services: a systematic review and future research agenda

“…Third, VR is a powerful marketing tool for the tourism industry. Virtual tours can influence the intention to purchase and visit (Martínez-Molés et al , 2022; Simoni et al , 2022), as most tourists who use them tend to buy cruise vacations. This is because virtual tours allow them to try before buying, which helps in their decision-making process.…”

“…Our analysis revealed that these behavioral outcomes (Martínez-Molés et al , 2022; Yung et al , 2021) are interconnected, with one leading to the other. For example, the intention to visit a cruise through virtual tours can lead to the intention to purchase a cruise vacation or recommend it to others (Simoni et al , 2022; Yang et al , 2021; Yung et al , 2021). Thus, passengers continue to use virtual tours even after the lifting restriction of the latest outbreak, recognizing they expedite services and enhance safety (Seyitoğlu and Ivanov, 2021).…”

“…The new smart services on cruise ships aim to enhance the customer experience (Calza et al , 2020), leading to satisfaction, sustainable cruising and faster service, which are also outcomes. Adopting technological services – such as virtual concierges that remember passenger preferences (Buhalis et al , 2022; Simoni et al , 2022), cruise apps or digital signage – reduces paper waste and allows passengers to check their daily activities online. This not only enhances passengers’ satisfaction but also contributes to faster and more environmentally responsible service (Strazza et al , 2015), making cruising more sustainable.…”

Understanding hosts’ task performance antecedents in e-rentals

“…We suggest the host–guest relationship should be initiated through their avatars and all information usually exchanged before the arrival of guests, namely, requests for clarification or additional information, should take place in the most comfortable room of the prospective property, with the support of virtual reality. Insights from the cruise industry show an improvement of customer experience and interactivity in pre-purchase experience through the use of a virtual catalogue (Simoni et al , 2021).…”

The psychological premise of spatial presence in 360° virtual tours: the role of the spatial situation in first-time and repeat users

“…Through the 360° virtual video, audiences can perceive a realistic representation of being in a place where they can get a “try before you go” experience. VR technology provides audiences with a pre-purchase journey (Simoni et al , 2022). Therefore, 360° virtual video is a powerful marketing tool for the tourism industry (Wu and Lai, 2021).…”