Toward Applying Virtual Reality Technique as a Promotional Tool in Tourism and Hospitality Services in Egypt

Abstract

The current study aimed at activating the Virtual reality technique at tourism and hospitality industry in Egypt. Virtual reality application is one of the recent trends at tourism field in many countries. For example, the United Arab Emirates in November 2016 used virtual reality technique in marketing the tourism and hospitality services across the world. Also, the current study aimed at adopting the technique of virtual reality and its role in the activating international tourism movement. The study used the analytical perspective method. The questionnaire was used as the study tool to be applied on the study sample which consisted of the managers of tourism and hospitality services marketing at the hotels sectors, travels agents in Luxor and a random sample of tourists in Luxor. The study showed the absence of complete understanding and awareness, of virtual reality concept and its application at tourism and hospitality industry for managers of hotels and touristic companies, besides to the confusion between the concepts of virtual reality and e-marketing. Additionally, there is no a weakness and shortage of the provision and availability of virtual reality environment component and its tools in case of touristic collapse and the limited use of virtual reality due to its high cost. The study set a number of recommendations, most important of which is activating the cooperation at the field of hospitality and tourism represented by the Ministry of Tourism besides other ministries and authorities, e.g. Ministries of Communication, environment, and investment. Keywords: Virtual reality-types of virtual reality-hotel services-tourism services-perception-virtual reality as a promotion tool. Introduction Nowadays, the world witnesses a great revolution and unprecedented substantial changes at the technological and scientific progress and the era of open skies and clouds within technology and communication systems and etc., resulting in the emergence of the 4 th and 5 th generation networks. Various challenge such as overcoming the problem of place dimension at tourism and hospitality industry because tourism and hospitality services cannot be evaluated unless they are consumed .Virtual reality is considered as a new pattern of marketing that contribute to accomplishing reality, reliability, and the tangibility in the process of marketing the tourism and hospitality services. It provides an opportunity to experience reality before deciding to travel to a destination and enjoy the various hotel services. Technological development of mass media and communication offers the interaction between the producer and consumer. Additionally, it breaks the barrier between them as the consumer becomes a producer if s/he has the appropriate tools. Traditional methods of Tourist information could be enhanced by VR. VR can serve as an invaluable method of providing necessary information to potential Tourists and, therefore, act as a marketing tool for the Tourism Industry. VR systems have the ability to provide potential tourists with the opportunity to experience destinations and their respective attractions and facilities.