An experimental research on the use of virtual reality applications as experiential marketing tool

Technological developments affect the marketing among other fields, and thus, make it possible for customers to access information as soon as possible. Technological developments also diversify options in terms of goods and services. With the increase in the number of options in goods and services, the competition between businesses has become inevitable. In order to gain superiority over their competitors, businesses are working on innovative ideas in order to offer goods and services that will attract the attention of customers. By using experiential marketing methods apart from traditional marketing methods, businesses offer new experiences to customers and make them feel different, thus connecting customers to the business. The aim of this study is to conduct an experimental research to determine the intentions of individuals residing in the central district of Düzce, who have visited the Cappadocia region before, to revisit the destination when they watch 3600 videos via virtual reality glasses. Experimental research and causal research methods are used in the study. In the experimental research, the data were collected by applying the posttest random design with control group, and in the causal research, the questionnaire technique was implemented. The obtained data were analyzed with descriptive analysis, reliability analysis, factor analysis, correlation and regression analysis. Within the scope of the study, it is seen that the destination image of the Cappadocia region and the sub-dimensions of touristic infrastructure and superstructure, nature and culture dimensions each positively affect the intention to revisit. In addition, it is observed that tourists prefer businesses that offer the experience of virtual reality applications and they are likely to recommend these businesses to their their familiar circles. As a result of the research, it is suggested that virtual reality applications should increase in the sector, businesses can be established to provide visual and video to these applications, and that experimental studies in this field should increase in academic studies after this study, and comparisons can be made between studies by applying experimental study methods for different destinations. Keywords: Experiential Marketing, Virtual Reality, Destination Image, Revisit Intent, Cappadocia