Virtual Reality for Convention Sales and Marketing: Fad or Trend?

Abstract

Virtual reality (VR) is an emerging technology used by various industries to enhance customer experience and elevate product/service quality. This case study examines the benefits and obstacles of VR adoption in the meetings and events industry context, focusing on its integration into convention center websites. Students assume the role of convention sales managers, develop a proposal for creating a VR tour for the facility, and present it to the stakeholders. Additionally, students examine the longevity of VR technology, assess its impact on convention sales and marketing, explore its benefits for venue and event planners, and consider the project's financial aspects.