The effect of virtual experiential marketing determinants on purchase intention in the Algerian hospitality sector
Joint Authors
Nuala, Maryam
Ishaq, Bin Jabarah
Source
Journal of Economic and Financial Research
Issue
Vol. 9, Issue 2 (31 Dec. 2022), pp.924-947, 24 p.
Publisher
Larbi Ben M'hidi Oum el-Bouaghi University
Publication Date
2022-12-31
Country of Publication
Algeria
No. of Pages
24
Main Subjects
Topics
Abstract EN
Virtual experiential marketing is a postmodern approach that is not widely researched and used in Algeria, particularly in the hospitality sector.
And with the continuous development of technology, virtual reality is considered to be a very promising tool in terms of offering a holistic, pleasant and memorable experience to consumers.
Therefore, it has become essential to examine the effect that the application of virtual experiential marketing, based on virtual reality, has on consumers' purchase intention.
This study aims to examine the effect of four virtual experiential marketing determinants (Sense, Feel, Think, and Act) towards purchase intention.
To test the relationships, a virtual tour of a hotel located in Algeria was created and sent with a survey to university teachers and students.
The results analysed using Partial Least Square (PLS) demonstrate that three of virtual experiential marketing determinants (Sense, feel, and think) have a significant positive effect on purchase intention.
American Psychological Association (APA)
Ishaq, Bin Jabarah& Nuala, Maryam. 2022. The effect of virtual experiential marketing determinants on purchase intention in the Algerian hospitality sector. Journal of Economic and Financial Research،Vol. 9, no. 2, pp.924-947.
https://search.emarefa.net/detail/BIM-1443458
Modern Language Association (MLA)
Ishaq, Bin Jabarah& Nuala, Maryam. The effect of virtual experiential marketing determinants on purchase intention in the Algerian hospitality sector. Journal of Economic and Financial Research Vol. 9, no. 2 (Dec. 2022), pp.924-947.
https://search.emarefa.net/detail/BIM-1443458
American Medical Association (AMA)
Ishaq, Bin Jabarah& Nuala, Maryam. The effect of virtual experiential marketing determinants on purchase intention in the Algerian hospitality sector. Journal of Economic and Financial Research. 2022. Vol. 9, no. 2, pp.924-947.
https://search.emarefa.net/detail/BIM-1443458
Data Type
Journal Articles
Language
English
Notes
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Record ID
BIM-1443458