The Use of Visual Reality Applications in Destination Marketing: A Study on Museums

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Ünal A., Özgürel G., Çelen O.

Academic Social Resources Journal, vol.7, no.35, pp.244-261, 2022 (Peer-Reviewed Journal)


The rapid development of tourism and technology provides the parties that make up tourism with the opportunity of multi-directional communication and marketing. Thanks to the internet and internet-based technologies, tourists can access information instantly and technology-based systems contribute to the instant access of touristic countries, regions and businesses to tourists. Technological applications, which are also effective in obtaining a competitive advantage in the field of tourism, make it possible for tourists to choose among the places they will go. Thanks to visual reality applications, tourists can see destinations in advance and can also activate the curiosity component that enables them to travel. According to 2020 and 2021 data, it is extremely important to determine to what extent the six countries that host the most tourists in the world (France, Spain, America, China, Italy and Turkey) benefit from virtual applications. Museums, which are among the touristic components that affect the element of curiosity, are the areas that present and store the historical and cultural values of the countries. Therefore, virtual museum applications in the six countries that host the most tourists can provide preliminary information to the tourists. In the research, it is aimed to determine the level of virtual museum applications of the six countries. According to the findings obtained as a result of the research, it has been determined that the United States of America (254), Turkey (47), Italy (20), Spain (15), France (7) and China (4) have a total of 347 virtual museum applications. In addition, it has been concluded that countries other than Turkey do not provide virtual museum links on the website of official tourism institutions. Considering that the task of promotion and comprehensive information for tourists is one of the duties of the national tourism institutions of the countries, it is extremely important to make the necessary improvements. In addition, it is suggested that the number of virtual museums should be increased more.