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RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS of Ukraine (KHARKIV, UKRAINE)

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Liburkina L. M.

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Promotion of a Tourism Product Through Virtual Reality
Melnychenko S. V.

Melnychenko, Svitlana V. (2026) “Promotion of a Tourism Product Through Virtual Reality.” Business Inform 2:196–205.
https://doi.org/10.32983/2222-4459-2026-2-196-205

Section: Economics of Trade and Services

Article is written in Ukrainian
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UDC 338.48:004.9:339.138

Abstract:
In the current context of digitalization and increasing competition in the tourism market, innovative methods of promoting tourism products are becoming particularly significant. Virtual reality technologies enable the creation of a sense of presence, the shaping of emotional experiences, and the enhancement of potential travelers’ interest in actual trips. This is especially crucial for the recovery and development of Ukraine’s tourism sector, strengthening its competitiveness, and establishing a positive image of destinations. Therefore, the aim of this study is to theoretically substantiate and analyze the possibilities of using virtual reality technologies in the promotion of tourism products in both domestic and international markets, assessing their impact on consumer experience formation and the efficiency of marketing activities of tourism enterprises in the context of digital transformation. In the course of the study, a combination of general scientific and specialized methods was used: analysis and synthesis – to summarize theoretical approaches to virtual reality; comparative method – to evaluate traditional and innovative marketing tools; and a system approach – to determine the role of virtual reality in the structure of marketing communications. The article examines the specifics of applying virtual reality technologies in the promotion of a tourism product. Theoretical approaches to interpreting virtual reality as an innovative marketing tool in tourism are considered. The main directions of using VR technologies in the marketing communications of tourism enterprises and in creating emotional engagement with consumers are analyzed. An assessment of the state of the global virtual reality market is conducted, including forecast indicators. The advantages of implementing virtual reality for enhancing consumer engagement, reducing information uncertainty, and increasing trust in the tourism product have been substantiated. The key limitations and challenges associated with the use of VR, as well as the prospects for its further development in the tourism sector, have been identified. The research findings can be applied in the practical activities of tourism enterprises to improve promotion strategies and enhance the efficiency of marketing decisions.

Keywords: virtual reality, marketing, consumer, tourism product, tourism enterprise, VR technologies.

Fig.: 3. Tabl.: 1. Bibl.: 15.

Melnychenko Svitlana V. – Doctor of Sciences (Economics), Professor, Head of the Department, Department of Hotel, Restaurant and Tourism Business, National University of Life and Environmental Sciences of Ukraine (15 Heroiv Oborony Str., Kyiv, 03041, Ukraine)
Email: [email protected]

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