AN EVALUATION OF VIRTUAL REALITY (VR) EXPERIENCES IN EXPERIENTIAL MARKETING: A CASE STUDY OF A TRAVEL AGENCY IN LAGOS, NIGERIA.
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- Table of Content: Available
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- NGN 5000
Background of the study:
Virtual reality (VR) is rapidly transforming experiential marketing by providing immersive and interactive experiences that allow consumers to virtually explore products and services. For travel agencies in Lagos, Nigeria, VR has become an innovative tool to simulate travel experiences, enabling customers to preview destinations and itineraries before booking a trip (Oluseyi, 2023). This technology bridges the gap between imagination and reality, offering potential travelers a realistic glimpse of their future vacation experiences. VR applications in marketing not only enhance consumer engagement but also stimulate emotional responses that traditional media cannot achieve (Adebisi, 2024). As travel agencies face increasing competition in the digital age, the integration of VR offers a unique opportunity to differentiate brand offerings and enhance customer satisfaction. Nevertheless, challenges such as high costs, technological limitations, and consumer adaptation remain prevalent. This study aims to evaluate the impact of VR experiences on experiential marketing outcomes in a Lagos-based travel agency, examining both the benefits and the obstacles associated with VR adoption. Through this research, the study intends to provide strategic recommendations that can help travel agencies harness VR to create memorable, immersive customer experiences and to ultimately drive sales (Balogun, 2025).
Statement of the problem:
Although virtual reality experiences present promising opportunities for enhancing experiential marketing, travel agencies in Lagos encounter significant challenges in implementing VR technology effectively. The high cost of VR equipment and content production, coupled with technological constraints and limited consumer familiarity, often hinders its adoption (Oluseyi, 2023). Additionally, measuring the direct impact of VR experiences on customer purchase decisions remains problematic due to the multifaceted nature of consumer engagement. These issues result in suboptimal use of VR in marketing campaigns, leaving travel agencies uncertain about the return on their investments. Therefore, this study seeks to address these challenges by systematically evaluating the obstacles and potential solutions associated with VR-based experiential marketing (Adebisi, 2024).
Objectives of the study:
To assess the impact of VR experiences on customer engagement in travel marketing.
To identify challenges in implementing VR technology in experiential marketing.
To propose strategies to enhance VR adoption and effectiveness.
Research questions:
How do VR experiences influence customer engagement in travel marketing?
What are the major challenges in adopting VR for experiential marketing in travel agencies?
What strategies can improve the implementation of VR in enhancing customer experience?
Significance of the study:
This study is significant for travel agencies in Lagos as it provides insights into leveraging VR to create immersive marketing experiences. The findings will inform strategies for overcoming implementation challenges, thereby enhancing customer engagement and competitive differentiation in the travel industry (Balogun, 2025).
Scope and limitations of the study:
The study is limited to evaluating virtual reality experiences in experiential marketing for a travel agency in Lagos, Nigeria, focusing exclusively on VR-related aspects and not extending to other digital marketing channels.
Definitions of terms:
Virtual Reality (VR): A computer-generated simulation that creates an immersive environment.
Experiential Marketing: A marketing strategy that engages consumers through interactive experiences.
Travel Agency: A business that arranges travel and tourism-related services.
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