Welcome to the 2023 AAA Annual Conference in Denver, CO! We are so glad you are joining us. Be sure to share your time at the conference using #AAA2023!
Click the "Map" tab for a map of the meeting space and session rooms.
Wifi code: stayhappy
Valet parking is available for a rate of $42.00 per vehicle per night, and self-parking is available at a rate of $38.00 per vehicle per night.
As marketers begin to rely on more interactive forms of advertising to promote travel products and services, examining the effectiveness of interactive ads is crucial. In the current study, we investigated the potential of virtual reality (VR) to provide new and innovative avenues for promoting destination image and to test its interaction effect with psychological distance. We examined (a) the effects of media modality (high immersion: VR vs. low immersion: 2D) on destination image and (b) the interplay between psychological distance (e.g., temporal) and virtual tourism using a lab experiment (N = 111). Results show that experiencing the VR tour improved destination image, compared to the 2D video tour, via spatial presence and enjoyment. Results also show that when planning for distant-future travel, individuals who experienced the VR tour preferred concrete hotel information to abstract hotel information. The theoretical and managerial implications of VR experience in tourism marketing are discussed.
