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Virtual Reality As A Sustainable Marketing Tool: Analyzing Swiss Context
[La réalité virtuelle en tant qu'outil de marketing durable du territoire : Analyse du contexte suisse]

Author

Listed:
  • Julia Wirth

    (Haute école de gestion - HEG, ARC, HES-SO - University of Applied Sciences and Arts of Western Switzerland)

  • Marina Shilina

    (PRUE - Plekhanov Russian University of Economics [Moscow])

Abstract

Faced with environmental challenges, researchers and marketing practitioners are increasingly looking for solutions to address sustainable development issues. Theory and practice related to virtual reality projects in the sustainable marketing of territories are developing. For the first time, this article explores this issue through a literature review, combined with a corpus of twelve semi-structured interviews with VR Switzerland visits project managers. The results highlight the role that VR circuits can play in the sustainable consumption of the territory. While the majority of project managers do not yet integrate sustainability issues into the thinking behind their VR projects, a minority are successfully using it to promote sustainable behaviours, which consistent with the theorists' findings.

Suggested Citation

  • Julia Wirth & Marina Shilina, 2023. "Virtual Reality As A Sustainable Marketing Tool: Analyzing Swiss Context [La réalité virtuelle en tant qu'outil de marketing durable du territoire : Analyse du contexte suisse]," Post-Print hal-04123678, HAL.
    • Handle: RePEc:hal:journl:hal-04123678
    as

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